Apple primed to take augmented reality mainstream

“Apple Inc. is gearing up for a big push to popularize augmented reality, launching new hardware and software in the coming weeks that make it easier for users to shop for virtual couches, slay digital zombies and drop artificial videos in their living rooms,” Tripp Mickle reports for The Wall Street Journal.

“A new high-end iPhone is expected to be unveiled Sept. 12 with a dual-lens camera system and 3-D sensors that improve depth-sensing and enhance augmented-reality experiences. Apple’s new operating system, iOS 11, which becomes available this fall, will offer new augmented-reality capabilities first previewed in June. Meanwhile, apps imposing virtual images on real scenes in a smartphone screen are expected to flood the app store from companies ranging from IKEA to AMC Networks Inc., in hopes of benefiting from Apple’s promotion of augmented reality,” Mickle reports. “Apple Chief Executive Tim Cook has touted augmented reality, telling analysts last month: ‘This is one of those huge things that we’ll look back at and marvel on the start of it.'”

“Katy Huberty, an analyst with Morgan Stanley, said Apple sees the addition of augmented reality—which imposes virtual images over real scenes on a smartphone screen or other device—as potentially as transformational for its business as the debut of the App Store in 2008,” Mickle reports. “ARKit, which Apple released in June, eliminates major obstacles for developing augmented-reality apps, offering software capable of tasks like tracking a user’s position and estimating the light available in a room. It also turned an estimated 500 million iPhone owners into potential customers.”

Read more in the full article here.

MacDailyNews Take: Get ready for the next revolution, driven by Apple, as usual!

Apple ARKit to usher in an intriguing, amazing new world – August 31, 2017
Major developers reveal Apple ARKit apps ahead of iOS 11 release – August 29, 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
New app using Apple’s ARKit lets iPhone recreate 16 weeks of painstaking rotoscoping on the fly – July 27, 2017
Gene Munster: Apple Glasses will soon outshine the iPhone – June 28, 2017
Gene Munster: Expect Apple smart glasses in mid-2020 – June 27, 2017
Augmented Reality: Apple’s revolutionary offering leaves Google’s Android woefully behind – June 26, 2017
Apple’s AR is much closer to reality than Google’s – June 26, 2017
UBS: Apple may eventually launch ‘iGlass’ smart glasses – June 20, 2017
IKEA’s forthcoming Augmented Reality furniture app powered by Apple’s ARKit – June 19, 2017
Apple’s single most important WWDC 2017 announcement: ARKit – June 11, 2017
Apple CEO Cook discusses philosophy behind HomePod, ARKit’s potential market impact – June 6, 2017
Overnight, Apple will own the world’s largest augmented reality platform – June 7, 2017
Analysts: Apple’s Corning investment hints at AR glasses and wireless charging tech – May 14, 2017
Apple awards Corning $200 million in first Advanced Manufacturing Fund investment – May 12, 2017
Leaked document details Apple employee eye injuries, hints at Apple AR glasses – April 20, 2017
Apple began working on augmented reality glasses more than a year ago, sources say – March 27, 2017


  1. Still not convinced on this one. A lot fo the time it’s easier just to use a ruler for two seconds and put it down again. Very cool for certain applications, but some things really don’t need to be ‘enhanced’. Most definitely, nothing requiring glasses etc, will be too mainstream. I think the evolution, somewhere down the road, that is free of these encumbrances will probably be what will claim that distinction. We aren’t there yet, particularly in an era when we are actively trying to get people to spend less time with technology and screens, not more.

  2. “A new high-end iPhone is expected to be unveiled Sept. 12 with a dual-lens camera system and 3-D sensors that improve depth-sensing and enhance augmented-reality experiences.”

    Interesting that as Google matches ARKit with ARCore, Apple moves to add extra sensors to a high end iPhone model reminiscent of Tango devices.

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