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 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.
Popular Stories
While the iPhone 17 Pro and iPhone 17 Pro Max are not expected to launch until September, there are already plenty of rumors about the devices.
Below, we recap key changes rumored for the iPhone 17 Pro models as of April 2025:
Aluminum frame: iPhone 17 Pro models are rumored to have an aluminum frame, whereas the iPhone 15 Pro and iPhone 16 Pro models have a titanium frame, and the iPhone ...
If you missed the video showing dummy models of Apple's all-new super thin iPhone 17 Air that's expected later this year, Sonny Dickson this morning shared some further images of the device in close alignment with the other dummy models in the iPhone 17 lineup, indicating just how thin it is likely to be in comparison.
The iPhone 17 Air is expected to be around 5.5mm thick – with a thicker ...
While the so-called "iPhone 17 Air" is not expected to launch until September, there are already plenty of rumors about the ultra-thin device.
Overall, the iPhone 17 Air sounds like a mixed bag. While the device is expected to have an impressively thin and light design, rumors indicate it will have some compromises compared to iPhone 17 Pro models, including only a single rear camera, a...
Despite being more than two years old, Apple's AirPods Pro 2 still dominate the premium wireless‑earbud space, thanks to a potent mix of top‑tier audio, class‑leading noise cancellation, and Apple's habit of delivering major new features through software updates. With AirPods Pro 3 widely expected to arrive in 2025, prospective buyers now face a familiar dilemma: snap up the proven...
Apple plans to release an all-new super thin iPhone this year, debuting it alongside the iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max. We've seen pictures of dummy models, cases, and renders with the design, but Lewis Hilsenteger of Unbox Therapy today showed off newer dummy models that give us a better idea of just how thin the "iPhone 17 Air" will be.
The iPhone 17 Air is expected to be ...
Starting today, April 24, Apple Stores around the world are giving away a special pin for free to customers who request one, while supplies last.
Photo Credit: Filip Chudzinski
The enamel pin's design is inspired by the Global Close Your Rings Day award in the Activity app, which Apple Watch users can receive by closing all three Activity rings today. The limited-edition pin is the physical...
Apple's $570 million fine from the EU has triggered a sharp rebuke from the White House, which called the fine a form of economic extortion, Reuters reports.
The fine was announced on Wednesday by the European Commission, following a formal investigation into Apple's compliance with the bloc's Digital Markets Act (DMA), a landmark piece of legislation aimed at curbing the market dominance of ...
When an iPad running iPadOS 19 is connected to a Magic Keyboard, a macOS-like menu bar will appear on the screen, according to the leaker Majin Bu.
This change would further blur the lines between the iPad and the Mac. Bloomberg's Mark Gurman previously claimed that iPadOS 19 will be "more like macOS," with unspecified improvements to productivity, multitasking, and app window management,...
