“Investors impatient for Apple’s next breakthrough will be happy to know that Cook is very serious about AR,” Mark Gurman reports for Bloomberg. “People with knowledge of the company’s plans say Apple has embarked on an ambitious bid to bring the technology to the masses—an effort Cook and his team see as the best way for the company to dominate the next generation of gadgetry and keep people wedded to its ecosystem.”

“Apple has built a team combining the strengths of its hardware and software veterans with the expertise of talented outsiders, say the people, who requested anonymity to discuss internal strategy,” Gurman reports. “Run by a former Dolby Laboratories executive, the group includes engineers who worked on the Oculus and HoloLens virtual reality headsets sold by Facebook and Microsoft as well as digital-effects wizards from Hollywood. Apple has also acquired several small firms with knowledge of AR hardware, 3D gaming and virtual reality software.”

“As previously reported by Bloomberg, Apple is working on several AR products, including digital spectacles that could connect wirelessly to an iPhone and beam content—movies, maps and more—to the wearer,” Gurman reports. “While the glasses are a ways off, AR features could show up in the iPhone sooner.”

Read more in the full article here.

MacDailyNews Take: Hopefully, we’ll begin to see some of the fruit of Apple’s labor as soon as iOS 11’s unveiling in June at WWDC 2017!

As for the glasses, as we wrote back in January: S”tylish eyewear that actually delivers useful data to wearers is potentially a huge market and Apple is exactly the company to deliver just such a wearable.”

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