Apple Likely Filed for 'xrProOS' Trademark Last Week via Shell Company

[MacRumors]

Just a few weeks ahead of WWDC, it appears that Apple continues to secretly apply for trademarks related to its rumored AR/VR headset.

Apple headset concept by designer Marcus Kane​

Delaware-based shell company "Deep Dive LLC" submitted a trademark application for "xrProOS" stylized in Apple's SF Pro font on May 18 in Argentina, Turkey, and the Phillippines, according to online records. The same company applied for an "xrOS" trademark in SF Pro in New Zealand earlier this month, and it is very likely that Apple is behind both filings as the company moves early to protect its headset-related intellectual property.

Deep Dive LLC also applied for xrProOS in Australia, New Zealand, and the UK on May 18, but without SF Pro styling. The company first applied for the trademark in Jamaica on April 27, according to the records. Jamaica is often where Apple first applies for trademarks related to future products, as the country lacks a searchable online trademark database, helping the company to maintain secrecy.

xrProOS image included in Argentina trademark application​

This is the first time that the xrProOS name has been reported, and it's unclear how Apple plans to use the name, if at all. Bloomberg's Mark Gurman said Apple's headset operating system will be named xrOS, so it remains to be seen how the xrProOS name might fit into Apple's plans. Gurman did float "Reality Pro" as a potential name of Apple's headset, and xrProOS would mirror the "Pro" branding if it is used in some way. It's also very possible Apple is simply covering all of its bases here and has no current plans to use xrProOS.

Other previously-reported trademark applications with potential ties to Apple's headset include Reality One, Reality Processor, Optica, and Deep Screen, but it's unclear if any of these names will actually be used. Some of the applications were filed by a separate shell company named "Immersive Health Solutions LLC."

Apple is expected to unveil the AR/VR headset and related developer tools during its WWDC keynote on June 5, and it will likely be released to the public later this year. The device is expected to offer a mix of virtual reality and augmented reality features that can be controlled with hand and eye tracking. The headset is estimated to cost around $3,000 in the United States, and it will reportedly have an external battery pack.

Article Link: Apple Likely Filed for 'xrProOS' Trademark Last Week via Shell Company

 

[swingerofbirch]

Talk about a mouth full of marbles.

Looks like one of Elon Musk's kid's names.

 

[macsplusmacs]

Kinda like x-ray.

I like it.

 

[Ghost31]

I am cautiously excited

 

[FelixDerKater]

It should be interesting to see the alternative pronunciations for this...

 

[newyorksole]

let’s gooo! can’t wait to see this thing.

 

[KaiFiMacFan]

"Exar-proos" is how I'm going to pronounce it.

 

[Daino92]

It’ll be interesting to see what Apple has to reveal at WWDC. Dont think I’ll be in the market for one just yet but I see the potential in an AR/VR headset.

 

[boss.king]

Man, what has happened to Apple's ability to name products well?

 

[Serqetry]

xrProos. And I used to think ProDos was bad.

Maybe this supposed Apple shell company actually has nothing to do with Apple and this is some kind of troll attempt.

 

[Brad7]

Proost! 🍻

 

[Zc456]

Yikes... I'll just stick to calling it xrOS.

 

[karranz]

It’s happening!! 🎉

 

[mi7chy]

They forgot a 'D'. It should be xrProDOS.

 

[bLackjackj]

Not likely, has. Apple like other companies have addresses linked to the same registered building.

 

[citysnaps]

It’ll be interesting to see what Apple has to reveal at WWDC. Dont think I’ll be in the market for one just yet but I see the potential in an AR/VR headset.

Same here. I'm betting there'll be a suite of AR applications that will come with the device when it's released. I think many will be surprised about how useful they'll be - for both personal and commercial applications.

Sadly, there will be some clinging to the crowd-pleasing "who asked for blah blah blah?" that occurs whenever Apple introduces a new product (iPod, iPhone, tablet, watch).

 

[oofio2461]

XRos please, just a short name, not "Pro" or "Ultra" or "Pro max" in the name please.

 

[TrenttonY]

Did ‘xrOS’ not sound cool enough? Nice way to mess up the consistent naming scheme that all their OSes share.

Personally, I prefer 'realityOS' with 'rOS' for short.

 

[Statusnone88]

Please be awesome.

 

[jz0309]

Do “Pro” OSs still have bugs?
/s

 

[segfaultdotorg]

"Apple likely fired?"
Heck yeah, get rid of the greedy corporate overlords!

 

[Junipr]

XRos please, just a short name, not "Pro" or "Ultra" or "Pro max" in the name please.

xrProMaxUltraOSMini

 

[coolfactor]

Might be a distraction or just to protect the namespace. Let's hope they have the wisdom to *not* use this name!

 

[darngooddesign]

Yikes... I'll just stick to calling it xrOS.

That sounds like the actual name.

 

[coolfactor]

XRos please, just a short name, not "Pro" or "Ultra" or "Pro max" in the name please.

Agreed, but the way you wrote it is a huge pet peeve of mine. "OS" is an acronym for "Operating System", so should never be written "os", just like your personal initials would never be written lowercase.

I'm a software developer and some of the trends that have evolved over time drive me nuts, like camelCase for everything, so xrOs would be how it's written in camelCase. Ugh! I break these "rules" in my own programming.