There is a possibility that Apple will be challenged in a trademark dispute in China about Vision Pro. The original name of the headset might be helpful.
It was believed that Apple’s virtual reality (VR) and augmented reality (AR) headset will be referred to as the Reality Pro up until a short while before the actual introduction of the Apple Vision Pro during this year’s WWDC development conference.
Mark Gurman, an Apple insider, discusses the possibility that this was in fact the case in his most recent newsletter. He also discusses the reasons why the reality of the Pro brand might continue to be valuable for Apple within China.
Reality Pro: Apple Has Naming Rights
“Immersive Health Solutions LLC” trademarked “Reality Processor,” “Reality One,” and “Reality Pro,” according to Gurman. Gurman believed a link between Apple and the patents was clear.
The shell corporation granted “Reality Pro” trademark protection to Apple in Cupertino. So “Apple Reality Pro” is meant for the headset. Apple then switched its branding approach to Mixed Reality as well as XR.
“RealityOS” became “xrOS” internally. Apple ditched VR again before the presentation. The advertising concept also eliminated Mixed Reality and Augmented Reality.
Gurman is of the opinion that Reality branding has the potential to be of service to Apple even now. It is common knowledge that Apple settled on the moniker “Vision Pro” for its new product, and that “visionOS” will serve as its operating system. But if this goes forward, it might result in a court battle in China.
In that region, Huawei already possesses licenses to the “Vision Pro” trademark and makes extensive use of it for a wide range of goods, including smart TVs as well as smart eyewear.
If Apple wants to sell its headgear in China with the moniker Vision Pro, it would need to reach an agreement with Huawei as well as purchase the trademark. Currently, Huawei is the sole owner of the brand. Apple shelled out approximately $60 million in 2012 to secure the right to use the term “iPad” in China.
The alternative that would cost far less would be to distribute it using a different brand, like Apple Reality Pro. However, this would necessitate a shift in the marketing approach that is focused on spatial computing.
A lot will be riding on whether or not the VR/AR headset can get off the ground successfully. The Apple Vision Pro will be expected to make its debut in the United States at the beginning of 2024, with further launches planned in other countries.
