Apple’s AR marketing change aims to turn ‘light drizzle’ into ‘rolling thunder’

“Apple has appointed longtime marketing leader Frank Casanova to Senior Director, Worldwide Product Marketing at Apple Augmented Reality,” Gene Munster and Andrew Murphy write for Loup ventures. “Apple remains committed to AR but is likely not satisfied with its AR marketing efforts to date. While it’s been disappointing, we remain bullish on AR and bullish on Apple using its vast resources to will the theme into reality.”

“We initially expected Apple’s AR marketing efforts to be a ‘rolling thunder,’ building excitement for new applications of augmented reality on iPhone and iPad,” Munster and Murphy write. “In reality, Apple’s AR marketing efforts over the last year and a half since iOS 11 shipped have been more of a light drizzle.”

“Apple has not gotten consumers excited about AR,” Munster and Murphy write. “Showcasing an AR game at WWDC once a year doesn’t cut it.”

Read more in the full article here.

MacDailyNews Take: The hardware simply isn’t there for AR to truly flourish, yet, but it will arrive eventually and, then, everything will change.

Apple’s new augmented reality exec spotlights AR’s importance – February 12, 2019
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


  1. I’ve been HOT on ONE TWO TYPES of AR Application:

    – Where the blindspots of the C-pillar area have a molded clear OLED, so look back and it shows a yellow outline (Think BattleFront and where you co-players are behind trees and such), of the car or bike or or or hidden in your blindspot.

    – On the front windshield. HUD-like display for the entire windshield for fog, lines, vehicles far ahead toucan’t see – again yellow outline, etc…

    – Rearview mirror and side mirrors – again HUD-like in the glass for the side mirrors.


    – Goggles which have wide field-of-view cameras. Put them on and it’s like seeing what you see without them on. The bonus of course being, I can also see Storm Troopers (yah, I’m an old fashioned Battle Front guy), popping up in my local forested part, or playing at night down at the beach, etc… Look up and there is a Star Destroyer deploying more ships. Give me a gaming blaster that shoots laser blasts from it, this AR has massive potential to be a massive game changer.

    It’s like taking Pokeymon and jacking it on steroids and HGH, and blowing people’s minds. As a side note, it would get kids off the couch and exercising more that’s for sure.

    One of my boys does a fair amount of airsoft playing. But with this? Yah, he and his friends would be all over the place, playing like crazy.

    KEY: Now, with multiple players, the lag needs to be amazingly low, and all these goggles, they either have massive power and graphics built-in, or they leverage the latest and greatest iPhone power… and then they need to work with all the other goggles in the game seamlessly.

    This is all pretty tricky, but would be pretty sweet. I have little doubt this is coming and sooner than later. 3-4 years this type of gaming should be here and it should look and play phenomenally.

    This is a leapfrog tech and would revolutionize the gaming industry. A massive merge of reality and VR – AR to the max!

    It’s a type of leapfrog Apple could subscribe to doing, leaving the console game in the dust with an entirely new type of gaming solution. PS5 will be $399 or $499? What would people be willing to pay for this type of gaming solution? $499? $599?

  2. Regarding VR, no one wants to wear 1. bulky goggles, 2. Heavy goggles. No one likes latency (the time taken by an action to actualize after the button is pushed) and no one likes to vomit which is caused by inaccurate synchronization of movements. That’s why Pipeline touts AR whose effects are friendlier and discreet. VR is most effective in military apparatus, industry, and in medicine where participating institutions are willing to pay a lot of money for this costly thing.

    1. I agree…one big problem with AR is the user interface. Goggles will never cut it except for very specialized applications.

      Even if good looking glasses can be brought to the market, then the next hurdle is will people want some electronic info displayed in their field of view? I wouldn’t. That was always one big hurdle with Google Glass.

      Finally, there’s the type of AR where you hold up your smartphone and see the AR on the screen. But again, do I want to walk around this way?

      The bottom line is that AR is very pervasive when used, and do people want their technology to be so intrusive?

        1. AR is already widespread in a peppered pattern which will fill out and get more useful and powerful in the future. I am not excited about VR, well, maybe at Disneyland and such.

            1. Meanwhile, in the people’s republic of artistes, Kim Jong Dingler fondles his fake Chinese iPhone clone and wonders why Tronald Dump won’t return his phone calls.

              Pulling his nuclear missiles erect, Dingler dangles his dongler over the red button and wonders whether to teabag it, or not.

  3. I had such high hopes for Apple’s AR push, but was greatly disappointed. I thought Apple’s mighty A-series processor was going to revolutionize AR on the iPhone and put it where most Android smartphones couldn’t go. I suppose I shouldn’t have gotten all excited because nothing much ever came of it except a few demo games and a virtual tape measure.

    That pretty much sucked. I thought a person would be able to take an iPhone or iPad and hold it up to scenery and see layered text on it. If it were a sign in another language it would be translated on the fly. Oh, well… Maybe in another few years.

  4. Apple Makes a Change in AR Leadership We initially expected Apple’s AR marketing efforts to be a ‘rolling thunder,’ building excitement for … over the last year and a half since iOS 11 shipped have been more of a light drizzle. Other < a href=””>Mobile App company may lead to this buzz.

Reader Feedback

This site uses Akismet to reduce spam. Learn how your comment data is processed.