apple inc AAPL The company has long been rumored to be working on its augmented reality/virtual reality headset.
What happened: The tech giant may want the right to use the term “reality” for its Bloomberg mixed reality headset reportedciting the company’s trademark filings.
Applications have been submitted to use the names “Reality One”, “Reality Pro” and “Reality Processor” in places such as the United States, European Union, United Kingdom, Canada, Australia, New Zealand, Saudi Arabia, Cost Rica and Uruguay. said the report.
As in the past, these requests were reportedly filed by law firms that Apple had previously used to block trademarks.
Because those applications have yet to be approved, Apple might end up using either name, according to the report. The new brands are all registered with Immersive Health Solutions, a shell company founded in February, she added.
Earlier this year, Apple announced the use of the realityOS name for the operating system that would power its MR headset, Bloomberg noted.
Why it matters: Apple hasn’t announced a major new hardware product since the release of its first Apple watch in 2014.
Bloomberg said the first MR headset will likely be the most powerful and expensive model on the market when it finally launches. According to the report, two other products, including AR glasses, will be launched later this decade.
The company allegedly showed the first headset to his board Mid-May, signaling an imminent launch and one that would compete against it MetaPlatforms, Inc’s META Search Pro Model is scheduled to land in October.
price action: Apple closed Friday’s session down 3.77% at $163.62 Data from Benzinga Pro.
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