Apple Likely Filed for Headset-Related 'Deep Screen' Trademark in 2017

[MacRumors]

The same "Deep Dive LLC" shell company that filed for an "xrOS" trademark in New Zealand last week also filed for a "Deep Screen" trademark in the U.S. and over two dozen other countries around the world in 2017 and 2018, according to online records. The additional filing was brought to our attention by Marcus Schappi.

Apple headset mockup by designer Ian Zelbo​

Apple is likely behind the "Deep Screen" trademark filing given Bloomberg's Mark Gurman has reported that "xrOS" will be the name of the operating system for Apple's long-rumored AR/VR headset, which the company is expected to unveil during WWDC next month. Apple has routinely used shell companies registered with the Delaware Corporation Trust Center to secretly apply for trademarks related to future products.

It's unclear if Apple still plans to use "Deep Screen" for its headset, as the U.S. Patent and Trademark Office marked the application as abandoned in July 2022 after the shell company failed to file a statement explaining how the trademark would be used within the required timeframe. The shell company had filed for and received a maximum of five six-month extensions on the deadline to submit the statement and never ended up doing so. The application is still registered or pending in some other countries, such as Canada and New Zealand.

On a speculative basis, the "Deep Screen" name could be Apple's branding for the screen inside its headset, with "deep" potentially referring to an immersive virtual reality and augmented reality experience. However, given the age of the trademark application and its abandoned status in the U.S., it's unclear if the name will still be used.

Last year, Gurman reported that another shell company named "Immersive Health Solutions LLC" applied for "Reality Pro" and "Reality One" trademarks in over two dozen countries. Apple is likely behind these applications as well, and perhaps one of them will be the name of Apple's headset. WWDC begins with Apple's keynote on June 5, so we're likely just under three weeks away from the headset being unveiled.

Article Link: Apple Likely Filed for Headset-Related 'Deep Screen' Trademark in 2017

 

[Verified Whiskey]

Does abandoned mean someone else could go in and get that? And hold it for ransom? Yikes

 

[jz0309]

keep the hype coming ..."Deep screen Reality Pro Ultra", I'm gonna look at you from a distance ...

 

[sw1tcher]

Apple is likely behind the "Deep Screen" trademark filing given Bloomberg's Mark Gurman has reported that "xrOS" will be the name of the operating system for Apple's long-rumored AR/VR headset

xrOS.... when pronounced it almost sounds like Xerox 😂

 

[canadianreader]

XR for extreme reality ? 🤔

 

[purplerainpurplerain]

That’s deep.

But does the UI get jerky when the battery starts to run low?

 

[foobarbaz]

Does abandoned mean someone else could go in and get that? And hold it for ransom? Yikes

Yes and no, because "abandoned" also means that Apple apparently lost interest in that brand name.

 

[BGPL]

XR for extreme reality ? 🤔

Likely extended reality....

Apple Vision? Apple XR?

 

[Mr. Dee]

The famous Ian Zelbo render that we are 100% sure its not gonna look like.

 

[sw1tcher]

XR for extreme reality ? 🤔

At the rumored $3,000 price and combined with App Store sales for the games and other apps people will be buying for it, XR will stand for eXtreme Revenue if it sells well.

 

[TheYayAreaLiving 🎗️]

The famous Ian Zelbo render that we are 100% sure its not gonna look like.

Less than a month left and we won't be seeing the AR/VR Render anymore 🙃

 

[Mr. Dee]

Less than a month left and we won't be seeing the AR/VR Render anymore 🙃

We all know he's just gonna make renders based on the actual device for the second generation in 2025 and the cycle starts all over again.

 

[TheYayAreaLiving 🎗️]

XR for extreme reality ? 🤔

It crosses all realities!

 

[Graphikos]

XR for extreme reality ? 🤔

I've always taken "XR" as the "X" being a variable, thus it can be both a "VR" and "AR" device. But the common definition is just "Extended Reality".

On another note, I heard the term "MX" the other day for a non-binary prefix. The same idea... could be both "Mr" or "Ms". Clever. I like it.

 

[vegetassj4]

XR - eXtra Real.

Apple: We are calling it XR, today Apple is going to reinvent reality. It is the best most real reality we've ever created. It's really, really great, and it feels even better on your face, if you can believe it. It is the most beautiful product we've ever made. This really is the future.

 

[NT1440]

I get that it's absolutely standard practice, but I hate that shell companies can exist at all...

 

[antiprotest]

Xtra Revenue OS is a go.

 

[floral]

Last year, Gurman reported that another shell company named "Immersive Health Solutions LLC" applied for "Reality Pro" and "Reality One" trademarks

"Deep Screen". I've never heard of an Apple product named closely to that, but never say never...

Reality Pro / One sounds a lot more likely, which could make my "Apple View" prediction invalid

 

[HobeSoundDarryl]

Yes and no, because "abandoned" also means that Apple apparently lost interest in that brand name.

Or it was expected to be ready years ago and then Covid or supply chain, etc delayed it beyond the number of available extensions without having to share more details. I seem to remember a post from maybe 12-18 (maybe more) months ago where goggles were demoed to the Apple board in preparation for launch.

 

[epox999]

Facebook recently lost their VR CTO at Oculus division, they took $9 billion in losses on "Metaverse", Microsoft tried and gave up on Hololens, Steam VR has mostly come and gone, PSVR and PSVR2 aren't cross compatible, what's the market for this potential Apple device?

VR is great, when it works, and for 30 min at a time before motion sickness kicks in? but it's such a limited use product.

 

[HobeSoundDarryl]

Less than a month left and we won't be seeing the AR/VR Render anymore 🙃

Then comes the car renders based on only speculation/imagination. I'll get that re-started...

Bonus: my sources tell me those wheels cost $799 each and serial number matched to the car so that no third party wheel can work with each car!

 

[Graphikos]

Bonus: my sources tell me those wheels cost $799 each!

Tired of the same artist rendering photos for the headset yet you'll still try for this old joke eh? I suppose some things never get old. Or do they...?

...and $800 for a wheel isn't that bad.

 

[MrWayne]

Facebook recently lost their VR CTO at Oculus division, they took $9 billion in losses on "Metaverse", Microsoft tried and gave up on Hololens, Steam VR has mostly come and gone, PSVR and PSVR2 aren't cross compatible, what's the market for this potential Apple device?

VR is great, when it works, and for 30 min at a time before motion sickness kicks in? but it's such a limited use product.

I use the quest pro everyday for work and entertainment. you do not want to go back once you are in the headset. Apple moving in this space is good for meta and the rest.

 

[HobeSoundDarryl]

Does abandoned mean someone else could go in and get that? And hold it for ransom? Yikes

Mighty Cisco owned the iPhone name even during the big launch of iPhone. Apple called it that anyway and then "worked it out" with Cisco afterwards. Look it up. It's an interesting story.

 

[HobeSoundDarryl]

Tired of the same artist rendering photos for the headset yet you'll still try for this old joke eh? I suppose some things never get old. Or do they...?

...and $800 for a wheel isn't that bad.

I'm not tired of the renderings. They're just someone's guess at what it might look like. More power to such people. I actually like guesses on a rumor site. They offer something to think about. Something seems better than nothing (to me).

I was just making a joke- tired or not- that renderings are always coming for un-released products. We won't be relieved of "ugly" renderings when Goggles are revealed. More will simply follow.