Apple’s iPhone 8 with embedded AR would mark a key transition point

“Beyond the well-understood feature upgrades like OLED and wireless charging, the [Simona Jankowski at Goldman Sachs] believes iPhone 8 will be the first device that will have embedded AR (augmented reality) functionality, but how this translates into real-world app based functionality is difficult to articulate or capture without some feature demos, or early indications from WWDC 2017,” Alex Cho writes for Seeking Alpha.

“Her premise sounds reasonable, as added mems (micro electro mechanical system) content could make Apple’s upcoming flagship more differentiated from prior-generation models and builds upon the mounting narrative that this upcoming iPhone 8 is meant to be a revolutionary transition,” Cho writes. “Notwithstanding the lack of clarity, I believe iPhone 8 would need a significant feature addition such as AR content to refresh the line-up, and create new capabilities that could render older iPhone models obsolete.”

“Apple’s inclusion of AR could force developers to build first-generation geo-location and graphically native UI over a real world visual overlay. Instead of conventional graphics, the real world becomes the canvas upon which apps interact creating this first-generation ‘into the Matrix’ effect,” Cho writes. “The information is transmitted via the screen and camera (with 3D laser integration), which creates this sort of universe where you can interact with any app that offers some geo-location functionality.”

Much more in the full article here.

MacDailyNews Take: Apple’s next-gen flagship iPhone could very well be the most differentiated iPhone ever produced.

As the trail of related articles below attests, Apple’s interest in virtual and augmented reality hasn’t exactly been a well-kept secret.

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
Apple files patent application for haptic feedback touch-based user interface – March 22, 2012


  1. “iPhone 8 would need a significant feature addition such as AR content to refresh the line-up, and create new capabilities that could render older iPhone models obsolete.”

    People don’t need to see a phone made obsolete before they go out a buy a new one. Even with no new “features”, but just upgraded hardware people will find value in obtaining a new phone. Tech writers and hyper fans want new cool, cutting edge sci-fi stuff, but the vast majority of iPhone users use a handful of apps and phone features and care about new bling. They will buy a new phone every 1-3 years because their phones get beat up, or the want to keep up with friends and family, etc. In other words, the iPhone will not be a failure without the magic of integrated AR.

  2. I just found my okd iphone 4s. It was so elegant and perfect size. My 7plus is nice but i hate its bulk. I wish i had a phone tgat was able to do what the new 7 plus does with the size of the 4s. To heck with thin and vr. I just want a iphone that works is small and powerful.

  3. If anyone could enlighten me on how AR would be more beneficial to the average iPhone user other than by gimmick, trendy games or advertising please list.
    I want to keep an open mind.
    An iPhone with AR just may be the first iPhone I don’t buy.
    Our phones have been consuming more of our lives for the last 10 years and it’s about time we start focusing on reality vs alternate realities that have now created alternative facts.
    I thought the iPhone would be a great equalizer globally but even with technology that gives us access to almost all information at any time we’ve shown how idiots can still win elections based on ignorance, fear and lies.

    1. Networks don’t exhibit any equalising properties. To the contrary, they encourage conformity to pre-existing beliefs and biases. When left alone networks grow naturally into constellations consisting of a few megahubs with many satellites. This encourages homogeneous thinking and behaviour within the hubs, and increases differences between different hubs, a competitive model of social information-sharing that is very like ideological warfare. The fuel for these processes is unlimited: natural self-interest. It seems nature is our worst enemy, if what we want is social harmony.

  4. *BUT* Cook’s Apple will find some way to screw it up. I can’t remember the last time this current Apple regime implemented a new successful technology. Maybe they have but i just don’t remember it–most everything as of late has been half-baked or under-supported implementations.

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