“Augmented reality (AR) has played prominently in nearly all of Apple’s events since iOS 11 was introduced, Tim Cook has said he believes it will be as revolutionary as the smartphone itself, and AR was Apple’s biggest focus in sessions with developers at WWDC this year,” Samuel Axon reports for Ars Technica.

“But why? Most users don’t think the killer app for AR has arrived yet—unless you count Pokémon Go,” Axon reports. “The use cases so far are cool, but they’re not necessary and they’re arguably a lot less cool on an iPhone or iPad screen than they would be if you had glasses or contacts that did the same things.”

“Apple has achieved its biggest past successes by entering wild west markets where mature products were not yet present. Smartphones, tablets, and computers are mature markets. Apple needs a major new product category in which to get ahead of the ball. Tim Cook and other Apple executives seem to have picked AR as one of the best bets for that,” Axon reports. “We’ve seen reports that Apple is working on AR glasses internally. If the experiments pan out, it would be quite a few years off—Cook himself said we’ve a long way to go in a recent interview—but the technology will mature eventually. If Apple launches the first mainstream-viable version of that product, and if AR is as revolutionary as it hopes, it could be another watershed moment like the first iPhone. That’s one reason why Apple has started now—the more work on its AR platform happens before that time, the better the hand the company will hold.”

Much more in the full article – recommendedhere.

MacDailyNews Take: It’s a smart bet.

Augmented Reality is going to change everything.MacDailyNews, July 21, 2017

Someday, hopefully sooner than later, we’ll look back at holding up slabs of metal and glass to access AR as unbelievably quaint. — MacDailyNews, July 28, 2017

The impact of augmented reality cannot be overstated. It will be a paradigm shift larger than the iPhone and the half-assed clones it begat. — MacDailyNews, August 4, 2017

SEE ALSO:
Gene Munster: Apple will release Apple Glasses late in 2021 – May 17, 2018
Apple patent application reveals work on eye-tracking technology for VR and AR headsets – April 27, 2018
Apple prepping Micro-LED displays for Apple Watch and Smartglasses for 2019, sources say – April 3, 2018
Apple CEO Cook on the future of fashion, shopping, and AR smartglasses – October 11, 2017
Apple’s AR smartglasses – understanding the issues – August 29, 2017
Bernstein: Apple’s ‘smartglasses’ opportunity ‘could be enormous’ – August 25, 2017
Apple working on several prototypes of AR glasses – August 4, 2017
Apple’s next big move: Augmented reality – August 3, 2017
Apple’s rumored new glasses will be an even bigger deal than the iPhone – July 28, 2017
Apple smart glasses are inevitable – July 28, 2017