Report: Apple Filed New “Reality” Trademarks for Upcoming AR/VR Headset

Posted on August 29, 2022 by Laurent Giret in Apple with 2 Comments

Apple has reportedly registered new “Reality” trademarks that the company could use to market its upcoming AR/VR headset. According to Bloomberg, Apple recently filed applications for the names “Reality One,” “Reality Pro” and “Reality Processor” in various markets including the US, EU, UK, Canada, Australia, and New Zealand.

The report explains that the new trademark applications have been filed by law firms that the company previously used to register other trademarks. If these new “Reality” trademark applications haven’t been approved yet, Apple has also previously filed a trademark for the “realityOS” name.

“Apple’s first headset—codenamed N301—is expected to be one of the most powerful and expensive models on the market when it launches, and the company is already working on follow-up devices. Inside Apple, the device is sometimes referred to as “Reality,” indicating that the term is at least under consideration for the product,” Bloomberg’s Mark Gurman explained.

Gurman previously reported that Apple was planning to officially announce its first mixed reality headset in January 2023, and he’s now saying that it could be released in late 2023. “Apple is aiming to release its first mixed-reality headset at the high end of the market in 2023, but the device has faced issues with camera sensors, software and overheating during development,” the report reads.

Apple’s upcoming AR/VR headset is expected to be the company’s first big product launch of this new decade, and the company will be competing with Meta, which currently dominates the VR market with its Oculus headsets. However, despite Meta and other companies’ current obsessions about the Metaverse, VR experiences are still far from mainstream.

Apple’s AR/VR headset is expected to offer a less isolating experience, with a more important focus on consumer use cases. According to Gurman, the headset should support VR versions of Apple Maps and FacTime, and it will also let users watch sports and movies in VR. Apple is also expected to work on collaboration and health-related features.

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