Apple Inc. AAPL It has long been rumored that he is working on his Augmented Reality/Virtual Reality headset.

What happened: The tech giant may want the right to use the term “Reality” for its mixed reality headsets, Bloomberg reported, citing the company’s trademark filings.

Applications have been filed in places such as the US, European Union, UK, Canada, Australia, New Zealand, Saudi Arabia, Costa Rica and Uruguay to use the name “Reality One”, “Reality Pro” and “Reality Processor”. the report said.

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These filings, as they have been in the past, were reportedly filed by law firms that Apple had previously used to block trademarks.

Since these apps haven’t been approved yet, Apple could end up not using either name, according to the report. The new trademarks are all registered to Immersive Health Solutions, a shell company incorporated in February, it added.

Earlier this year, Apple filed to use the name realityOS for the operating system that would power its MR headsets, Bloomberg noted.

Because it is important: Apple has yet to announce a major new hardware product since the launch of its first apple watch in 2014.

Bloomberg said that the first MR headset will likely be the most powerful and expensive model on the market when it finally launches. Two other products, including a pair of AR glasses, are expected to launch later this decade, according to the report.

The company reportedly showed off the first headsets to its board in mid-May, signaling an imminent launch and one it would compete against. Meta Platforms, Inc’s GOAL professional search model scheduled to land in October.

price action: Apple closed Friday’s session down 3.77% at $163.62, according to data from Benzinga Pro.