“An executive formerly in charge of iPhone marketing for carriers, Frank Casanova, has a new title: ‘Senior Director, Worldwide Product Marketing at Apple Augmented Reality,'” Richard Lawler writes for Engadget.

“In a world where profits from iPhones, iPads and Watches may have already peaked, adding the flair of reality-enhancing features could encourage people to upgrade their phones earlier, if not buy all-new hardware like headsets,” Lawler writes. “Over the last couple of years Apple has tipped its vision of AR as something made for use in a shared world with people operating virtual objects as easily as real ones via ARKit-powered experiences.”

Lawler writes, “Putting someone like Casanova in place now is a hint at the importance of AR going forward.”

Read more in the full article here.

MacDailyNews Take: As per “all-new hardware like headsets,” think: Apple Glasses; small, thin, light, and stylish, not “headsets.”

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

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

SEE ALSO:
Apple taps iPhone exec Casanova to be first head of marketing for augmented reality – February 12, 2019
Apple working on new iPhones with powerful 3-D camera and laser scanner in augmented reality push – January 30, 2019
Apple patent reveals ongoing work on micro-LED displays for holographic imagery – November 9, 2018
What’s happening with Apple’s secret augmented reality glasses project? – November 8, 2018
Apple’s Akonia acquisition points towards ‘Apple glasses’ – August 30, 2018
Apple buys Akonia Holographics, a startup focused on lenses for AR glasses – August 30, 2018
Ming-Chi Kuo: Apple Glasses coming in 2020 – August 15, 2018
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