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.

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Top Rated Comments

TheYayAreaLiving ?️ Avatar
14 months ago

XR for extreme reality ? ?
It crosses all realities!
Score: 6 Votes (Like | Disagree)
sw1tcher Avatar
14 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
14 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
14 months ago
Xtra Revenue OS is a go.
Score: 3 Votes (Like | Disagree)
HobeSoundDarryl Avatar
14 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
14 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)