Apple updates ‘Mac Pro’ trademark to cover augmented reality displays, smartglasses and more

“At the top of the month we were surprised to learn that Apple was dumping their Mac Pro Circular Tower for an all-new modular desktop design for some time in 2018 or later,” Jack Purcer reports for PatentlyApple. “According to Phil Schiller, Apple is currently working on their ‘highest-end, high-throughput desktop system.'”

“To go along with this all new design is Apple’s newly filed ‘Mac Pro’ trademark update,” Purcer reports. “Apple has to legally update their trademark if the ‘Mac Pro’ is going to support or introduce new components, systems or features not currently covered by their current ‘Mac Pro’ trademark.”

“Some of the entries in their filing definitely stand out, if not scream out, as real possibilities,” Purcer reports. “The most interesting one of all is mentioning ‘augmented reality displays,’ because Apple has a patent for such a device and we know that Apple’s Augmented Reality team just keeps growing with all-star engineers. The displays could also be a part of a headset or smartglasses that could be powered by the Mac Pro.”

Read more in the full article here.

MacDailyNews Take: More evidence of Apple’s seemingly intense interest in augmented reality.

Apple hires NASA Augmented Reality guru – April 25, 2017
Apple permit reveals self-driving car testers include NASA roboticists – April 24, 2017
Analyst: All three of Apple’s 2017 iPhones to feature True Tone displays, front/back 3D sensors for facial recognition and Augmented Reality – March 31, 2017
Apple began working on augmented reality glasses more than a year ago, sources say – March 27, 2017
How Apple might deliver Augmented Reality on the iPhone – March 1, 2017
Apple CEO Cook sparks predictions of augmented reality in iPhone 8 – February 27, 2017
Apple CEO Cook offers clues to Apple’s Augmented Reality strategy – February 14, 2017
Apple CEO Cook on Augmented Reality: ‘I regard it as a big idea like the smartphone’ – February 10, 2017
Apple working to integrate Augmented Reality capabilities into iPhone’s Camera app – November 17, 2016
Apple granted another Augmented Reality head-mounted display patent – November 10, 2016
Ming-Chi Kuo: Apple will have a 3-5 year lead in augmented reality; use as part of an autonomous driving system – November 2, 2016
Apple CEO Tim Cook: ‘We are high on Augmented Reality for the long run’ – October 14, 2016
iPhone 7 Plus is the starting point of Apple’s major push into augmented reality – September 28, 2016
iPhone 7 Plus proves Apple is gearing up for augmented reality – September 27, 2016
What iPhone 7 says about Apple’s future augmented reality plans – September 19, 2016
Apple needs to forget chasing Snapchat and go after the Augmented Reality industry – August 25, 2016
Tim Cook publicly confirms Apple has augmented reality plans – July 27, 2016
Apple acquires Flyby Media; assembles large team of virtual and augmented reality experts – January 29, 2016
Apple hires leading virtual reality researcher – January 22, 2016
Apple is building a virtual reality supply chain with disruptive potential, new research shows – November 19, 2015
Analyst: Apple team exploring virtual reality/augmented reality – August 31, 2015
Apple exploring a new reality with purchase of Metaio – June 3, 2015
Apple patents perforated augmented reality display that you can see and hear through – May 29, 2015
Apple acquires augmented reality company Metaio – May 28, 2015
New Apple haptics patent application reveals diamond-layered trackpad that simulates wood, other textures – April 23, 2015
Apple granted U.S. patent for hybrid VR head-mounted display – February 18, 2015
Apple is working on VR user interfaces and gaming; looking for Oculus and Leap experts – February 10, 2015
Apple granted patent for display-based speakers for iOS devices – January 13, 2015
Apple granted a patent for devices with a transparent display – November 18, 2014
Apple’s new iPhones, iPads could feature haptic displays – June 30, 2014
Apple patent application reveals personal display headset invention – May 8, 2014
Apple patent application reveals wildly intelligent multi-tiered haptics system – May 3, 2012
Apple continues to tweak Apple TV video headset accessory – April 10, 2014
Apple patent application reveals sapphire flexible transparent display devices created with Liquidmetal – December 19, 2013
Apple granted knockout patent for head-mounted personal display – December 10, 2013
iGlasses: Apple granted patent for head-mounted augmented reality displays – July 5, 2012


      1. Starred actually. Wasn’t me. I’m still as livid about the languishing status of the Mac Pro as anyone here.

        My feeling is all executive bonuses should not only be cut this year but in fact there will be a 10 million fine (or more) for each of the boneheaded Apple worms responsible. This is not a little thing, it’s a deep betrayal of your loyal customers. Feel OUR pain Tim, Craig & Phil!!

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