Apple, a company that’s always under the industry microscope, seems to be making quiet moves towards a potentially transformative foray into the augmented and virtual reality (AR/VR) arena. Buzz has been generated by the recent uncovering of ‘xrProOS’, a trademark filing that’s believed to be related to Apple’s anticipated AR/VR headset.
Spotlight on deep dive LLC
Deep Dive LLC, a shell company based in Delaware, has made a series of trademark applications for “xrProOS,” aligned with Apple’s distinctive SF Pro font. This activity has been detected in Argentina, Turkey, and the Philippines, as per online records. An earlier application for “xrOS” in New Zealand further fuels the speculation that Apple is securing these intellectual property rights in anticipation of an official headset announcement.
Further ventures into trademark terrain
Deep Dive LLC extended its “xrProOS” trademark applications to Australia, New Zealand, and the UK on the same day, sans the SF Pro styling. Interestingly, the company’s first trademark filing was spotted in Jamaica on April 27, a location known for its non-searchable online trademark database and commonly used by Apple to maintain discretion.
The term “xrProOS” is making its debut appearance, thus its intended use remains elusive. Bloomberg’s Mark Gurman had suggested that Apple’s headset operating system would be dubbed “xrOS,” prompting speculation about the role “xrProOS” could play in Apple’s plans. The appended “Pro” could denote a superior model or Apple may simply be securing all potential names without any immediate plans for “xrProOS.”
Other intriguing filings that could be tied to the headset include Reality One, Reality Processor, Optica, and Deep Screen. A different shell company, “Immersive Health Solutions LLC,” is linked with some of these applications.
The impending unveiling
Expectations are high that Apple will unveil the AR/VR headset and its accompanying developer tools during its WWDC keynote on June 5. The device is projected to offer a mix of virtual and augmented reality features with hand and eye tracking capabilities, and is anticipated to be priced around $3,000 in the US.
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