To The Moon

I stumbled upon this attention-grabbing post in the process of clearing my mail-inbox.

Housekeeping beckons!

Intrigued by the clickbait subject, I dropped what I was doing momentarily, devour the post and satisfy my curiosity of course.

Thankfully it was a short read.

It is not a clickbait news article.

On the fateful Mon, 05 Jun 2023, $Apple(AAPL)$ finally launched its “highly anticipated” mixed reality head-mounted headset to the world at its annual WWDC event.

Aptly named “Vision Pro” it retails for a whopping $3500, with maiden shipment slated for early 2024 delivery.

Undoubtedly, it is expensive.

For die-hard fans, they will get their hands on it by hook or by crook.

See below for the sleek design.

Here is where the issue surfaces.

If CEO, Tim Cook is looking to avail Vision-Pro in the US market only, then it is not even something to be bothered about.

However, if Apple decides to sell Vision-Pro in China (it should for reasons obvious), then it will have to rename “Vision Pro” to something else.

Huawei's Vision Pro trademark registration certification

Rename is “mandatory” because on 16 May 2019, Huawei has been authorized the “Vision Pro” product trademark in China, 4 years on before Apple’s recent launch of the headset.

Huawei’s Vision Pro trademark exclusive rights runs from 28 Nov 2021 to 27 Nov 2031, that is another 8 years more.

In fact, Huawei’s Vision Pro trademark patent filed under product and services includes, LCD TVs, head-mounted virtual reality devices, radio devices, and so much more.

This will be Apple’s Marketing nightmare with its far-reaching implications.

I wonder if Mr Tim Cook has been made aware of the situation (in China)?

Is this all doom and gloom for Apple’s Vision Pro in China then?

The author has attempted to end the post with a “silver lining” in tag.

However, I feel that he may not have been acutely aware or taken into considerations the intangibles of branding and brand equity.

Having a “different” name for Vision Pro headset (in China) just would not cut it.

Looking at Apple’s systematic approach to naming its products, it is for life.

“iPhone” has been “iPhone” since day one despite the many generations and variants.

Everything still falls under the “iPhone” umbrella of products.

It will be interesting to see how all this will play out eventually.

Who knows it may present a buying opportunity for Apple stocks in the process?

Earliest encounter would be when Apple is ready to ship out its first shipment of Vision Pro in another 6 months’ time?

Sooner or later, it will come back to haunt whoever or whatever. Watch for it in this space again.

• Do you think there will be demand for Apple’s Vision Pro mixed reality headsets?

• Do you think the potential of a trademark issue will be an issue for Apple in China?

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