In January, Bloomberg's Mark Gurman sources pointed to the branding of Apple's headset would likely be "Apple Reality Pro." While Apple finally chose to use the branding of "Apple Vision Pro," they interestingly applied for a new trademark yesterday in Europe, New Zealand and Australia for 'Apple Reality.'
This is a singular term not found in Apple's marketing materials for their new headset. Are they now reserving this trademark ahead of time for a possible future lower-end headset or smartglasses? Hardware is covered in one of the International Classes associated with the new trademark, though there's too many options to pinpoint a single device.
Apple Trademark: Apple Reality
Apple filed for the trademark 'Apple Reality' in Europe (UK) late yesterday, May 9th under application #018886284. Apple filed their trademark under International Classes 09, 38 & 42.
The verbiage associated with this trademark is too long for this report. In general Class 09 covers all manor of hardware in including head-mounted displays (like Apple Vision Pro), smartglasses, eyeglass lenses, eyeglass frames, 3D spectacles, virtual reality headsets, Apple TV set top box, contact lenses, biometric locks" and much more.
Class 38 basically covers "Broadcasting and transmission of voice, data, images, music, audio, video, television, movies, radio, podcasts, games, and other multimedia by means of telecommunications networks, computer networks, the Internet, satellite, radio, wireless communications networks, television, and cable; satellite broadcasting services; streaming of data; transmission of digital files; video-on-demand transmission; broadcast and transmission of streamed images, music, audio, video, television programs, movies, radio, podcasts, games and other multimedia content by means of telecommunications networks, computer networks, the Internet, satellite, radio, wireless communications networks, television, and cable; subscription and pay-per view broadcasting and transmission services by means of telecommunications networks, computer networks, the Internet, satellite, radio, wireless communications networks, television, and cable; matching users for the transfer of music, audio, video, television programs, movies, podcasts, games and other multimedia content by means of telecommunications networks" and more.
Class 42: Basically covers "Design and development of computer hardware, software, and peripherals; design and development of virtual and augmented reality hardware, software and peripherals; consultancy in the design and development of computer hardware and peripherals; design and development of video and computer games; design and development of computer databases; design and development of computer game software and virtual and augmented reality software; computer programming; computer programming services for creating virtual and augmented reality videos and games; computer programming services, namely, content creation for virtual worlds and three dimensional platforms; computer software design; computer system analysis; computer system design; computer graphic design; computer programming services for data processing; development of computer platforms; software development in the framework of software publishing; software engineering services for data processing; writing of computer code; artificial intelligence consultancy; computer security consultancy; computer software consultancy; computer technology consultancy; consultancy in the field of energy-saving; consultancy in the field of databases; technological consultancy; technological research; telecommunication network security consultancy; telecommunications technology consultancy; website design consultancy; data security consultancy; information technology consultancy; internet security consultancy; creating and designing website-based indexes of information for others," and more.
Apple filed for 'Apple Reality' with the New Zealand IP Office under #1239458 as presented in part below. The trademark was filed under the same International classes 09, 38 and 42 as was in their European filing.
Apple also filed for this trademark with Australian Government's IP Office under #2363400 on Friday (June 9), under the very same International Class 09, 38 and 42 as noted below.
It should be noted that international trademark classes that Apple files their trademarks under are important as the trademark registration will only protect those classes that have been identified in their original application. In a legal battle, the classes filed for originally could make or break a legal case.