Apple’s new augmented reality exec spotlights AR’s importance

“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

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. AR will be huge, in the same way that ubiquitous aspects of computing are. It will just slowly come to be and we’ll never remember a time when it was not there. You won’t even think of it as AR, it will just be like there, ya know?

  2. The ramp for AR has not yet really begun. We’ve only seen glimpses of it. But if you have ANY imagination at all think about this scenario. You are a new hire at major manufacturing plant (anywhere in the world). Think aircraft, or any large complex assembly line or of course construction. You put on the Apple Eyes and the entire system can be seen by dialing through or “touching” in virtual space any point from the name of the part to the torque requirements on a certain bolt to the status on delivery of a needed element. AR systems will greatly speed up the education, autonomy, quality, and certainty of many industries. Not to mention provide work for companies who develop the apps that are necessary to drive the databases underpinning the information delivery. VR has been fun..but mostly silly. AR, married to AI, and the recent announcements from NVIDIA about their photo realistic graphics cards will bring all of us into what amounts to the Star Trek HoloDeck. Except we will use it to accomplish an incredible array of tasks.

    1. Think of it like color television. It will greatly enhance the experience of the medium, however it will be everywhere, a part of everything. IT won’t be something special that Apple is in the lead of.

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