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In a tantalizing prelude to Apple’s highly anticipated Worldwide Developers Conference (WWDC), it seems that the tech giant is quietly pursuing trademarks related to its rumored AR/VR headset.
According to online records, a Delaware-based shell company called “Deep Dive LLC” recently submitted a trademark application for “xrProOS” in Apple’s iconic SF Pro font. The filings were made on May 18 in Argentina, Turkey, and the Philippines. Earlier this month, the same company sought a trademark for “xrOS” in SF Pro in New Zealand. It’s highly probable that Apple is behind both of these applications, as the company takes proactive steps to safeguard its intellectual property related to the upcoming headset.
On the same date, Deep Dive LLC also filed trademark applications for xrProOS in Australia, New Zealand, and the UK, but without the SF Pro styling. Records indicate that the company initially applied for the trademark in Jamaica on April 27. Apple often chooses Jamaica for its initial trademark filings due to the country’s lack of a searchable online trademark database, allowing the company to maintain secrecy.
This is the first time the name “xrProOS” has surfaced, leaving its purpose within Apple’s plans shrouded in mystery. Bloomberg’s Mark Gurman previously mentioned that Apple’s headset operating system would be named “xrOS.”
Therefore, it remains uncertain how the name “xrProOS” would fit into the equation. Gurman did suggest “Reality Pro” as a potential name for Apple’s headset, and if xrProOS is utilized, it would align with the “Pro” branding. Alternatively, Apple might simply be covering all bases at this stage, with no immediate intentions to use xrProOS.
Several other trademark applications, potentially linked to Apple’s headset, have been previously reported. These include names such as Reality One, Reality Processor, Optica, and Deep Screen. However, it remains unclear if any of these monikers will ultimately make the cut. Interestingly, some of these applications were submitted by a separate shell company named “Immersive Health Solutions LLC.”
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The curtain is set to rise on Apple’s AR/VR headset and associated developer tools during the WWDC keynote on June 5. The device is expected to offer a fusion of virtual reality and augmented reality capabilities, controlled through hand and eye tracking. With an estimated price tag of around $3,000 in the United States, the headset is poised for release to the public later this year. Additionally, reports suggest it will come with an external battery pack.
As the countdown to WWDC continues, the trademark applications filed by Deep Dive LLC point to Apple’s relentless efforts to protect its AR/VR intellectual property. While the true purpose and branding of the headset’s operating system remain uncertain, the stage is set for an exciting unveiling and a new era of immersive technology from Apple.