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

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 ar concept 2 blue

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.

Related Roundup: Apple Vision Pro
Buyer's Guide: Vision Pro (Neutral)
Related Forum: Apple Vision Pro

Popular Stories

iPhone 17 Pro and Air Feature

Two iPhone 17 Pro and iPhone Air Colors Appear to Scratch More Easily

Friday September 19, 2025 10:02 am PDT by
As reported by Bloomberg today, some of the new iPhone 17 Pro and iPhone Air models on display at Apple Stores today are already scratched and scuffed. French blog Consomac also reported on this topic. The scratches appear to be most prominent on models with darker finishes, including the iPhone 17 Pro and Pro Max in Deep Blue, and the iPhone Air in Space Black. Images Credit: Consoma ...
Apple Foldable Thumb

Foldable iPhone Like 'Two Titanium iPhone Airs' Joined at the Hinge

Monday September 22, 2025 2:16 am PDT by
Next year's rumored foldable iPhone will showcase an ultra-thin design resembling "two titanium iPhone Airs side-by-side," according to Bloomberg's Mark Gurman. Writing in the Q&A section of his latest Power On newsletter, Gurman says Apple's first foldable device will be "super thin and a design achievement," combining Apple's thinnest iPhone form factor with cutting-edge folding...
iOS 26

Everything New in iOS 26.1 Beta 1

Monday September 22, 2025 12:44 pm PDT by
Apple released the first beta of iOS 26.1 today, just a week after launching iOS 26. iOS 26.1 mainly adds new languages to Apple Intelligence, but there are a few other features that are worth knowing about. New Apple Intelligence Languages Apple Intelligence is now available in Danish, Dutch, Norwegian, Portuguese (Portugal), Swedish, Turkish, Chinese (Traditional), and Vietnamese. AirPo...
iOS 26

iOS 26.0.1 Coming Soon, Likely With iPhone Air and iPhone 17 Pro Fix

Thursday September 18, 2025 9:17 am PDT by
Apple is preparing to release iOS 26.0.1, according to a private account on X with a proven track record of sharing information about future iOS versions. The update will have a build number of 23A350, or similar, the account said. It is likely that iOS 26.0.1 will fix a camera-related bug on the new iPhone Air and iPhone 17 Pro models. In his iPhone Air review, CNN Underscored's Henry T. ...
iPhone 17 Pro and Air N1 Feature

Some iPhone 17, iPhone 17 Pro, and iPhone Air Users Experiencing Intermittent Wi-Fi Issue

Monday September 22, 2025 8:44 am PDT by
Apple's latest iPhone models launched on Friday, and some early adopters of the devices are experiencing intermittent Wi-Fi issues. Affected customers say Wi-Fi connectivity periodically cuts out on the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and iPhone Air, with hundreds of comments about the issue posted across the MacRumors Forums, Reddit, and the Apple Support Community over the...
iPhone 17 Pro Colors

iPhone 17 Pro Max Teardown Reveals Qualcomm's Snapdragon X80 Modem for 5G

Friday September 19, 2025 7:39 am PDT by
While the iPhone Air is equipped with Apple's custom C1X modem for cellular connectivity, all of the iPhone 17 models are outfitted with Qualcomm modems still. A teardown video shared on Chinese platform Bilibili today (via Reddit) appears to confirm the iPhone 17 Pro Max is equipped with Qualcomm's Snapdragon X80 modem in particular. The same modem is likely used in the iPhone 17 and iPhone ...

Top Rated Comments

TheYayAreaLiving ?️ Avatar
31 months ago

XR for extreme reality ? ?
It crosses all realities!
Score: 6 Votes (Like | Disagree)
sw1tcher Avatar
31 months ago

XR for extreme reality ? ?
At the rumored $3,000 ('https://www.macrumors.com/2022/02/22/apple-ar-vr-headset-mass-production-fall/') 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.
Score: 5 Votes (Like | Disagree)
TheYayAreaLiving ?️ Avatar
31 months ago

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 ?
Score: 5 Votes (Like | Disagree)
antiprotest Avatar
31 months ago
Xtra Revenue OS is a go.
Score: 3 Votes (Like | Disagree)
HobeSoundDarryl Avatar
31 months ago

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.
Score: 3 Votes (Like | Disagree)
Realityck Avatar
31 months ago

The same "Deep Dive LLC" shell company that filed for an "xrOS" trademark ('https://www.macrumors.com/2023/05/16/apple-registers-xros-headset-wordmark/') 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 ('https://twitter.com/Schappi/status/1658409251830927360').
Well in August 2018 Apple did acquire Akonia Holographics so that just adds fuel to Apple glasses rumors.
Score: 3 Votes (Like | Disagree)