From "Trademark Filings Suggest Apple May Be Securing ‘Reality’ Names for AR/VR Headset" posted Sunday on Bloomberg:
Trademark filings suggest that Apple Inc. may be staking claim to potential names for its highly anticipated mixed-reality headset, part of the tech giant’s push into its first new product category in years.
Applications were filed in the US, EU, UK, Canada, Australia, New Zealand, Saudi Arabia, Costa Rica and Uruguay for the names “Reality One,” “Reality Pro” and “Reality Processor.” Though Apple itself didn’t make the filings, they follow a pattern that the iPhone maker has used in the past—including relying on law firms that the company has previously enlisted to lock down brands.
A spokeswoman for Cupertino, California-based Apple declined to comment on the filings. The trademark applications haven’t yet been approved, and there’s no guarantee that Apple’s future products will carry any of the names.
Still, there are clues to suggest that Apple is laying the groundwork for its expansion into headsets. Earlier this year, trademark filings linked to Apple also emerged for the realityOS name.
My take: Vladimir Nabokov wrote that "reality'" is the one word in the English language that should always appear in quotation marks. If Apple gets its trademark, will it have to be followed by (TM)?