Apple “may have over 1,000 engineers working on a project in Israel that could be related” to augmented reality, claims UBS analyst Steven Milunovich in a new note to clients.
Because of this, Milunovich suggests that Apple is viewing AR as one of the next big areas of tech innovation. One possible application could be, “moderate 3D mapping” which might arrive as soon as this year’s iPhone upgrade — along with an AR software development kit.
This is hardly the first time Apple has explored, or been vocal about, augmented reality as an area of possible interest. Previously it has acquired AR companies including 3D-sensing company PrimeSense; Metaio, a startup that specializes in creating augmented reality tools for businesses; and cyber security and facial recognition company RealFace.
In his note, Milunovich suggests that Apple is more interested in augmented reality than virtual reality because it can be used to connect users rather than separating them out in their own virtual worlds.
Tim Cook has also talked about the power of augmented reality, even saying that it’s impact is potentially “huge” and on a level with the impact of the iPhone.
“It gives the capability for both of us to sit and be very present, talking to each other but also have other things, visually, for both of us to see,” Cook said in an interview with ABC News Good Morning America, in a comment listed as part of UBS’ research note.
Would you be excited about augmented reality hitting the iPhone? Leave your comments below.
Source: Business Insider
Luke Dormehl is a U.K.-based journalist and author, with a background working in documentary film for Channel 4 and the BBC. He is the author of The Apple Revolution and The Formula: How Algorithms Solve All Our Problems … and Create More, both published by Penguin/Random House. His tech writing has also appeared in Wired, Fast Company, Techmeme and other publications.
4 responses to “Apple’s AR ambitions may be bigger than we thought”
I’m definitely for AR over VR and it’s probably a lot easier to do with a standard smartphone. AR will likely require less processing power from a device although high bandwidth will be required as the device has to quickly fetch information. Most companies seem to be going for VR so Apple can gain some advantage by going with AR.
“It gives the capability for both of us to sit and be very present, talking to each other but also have other things, visually, for both of us to see”
Tim Cook’s comment that AR is “for both of us to see” makes it clear that Apple is NOT developing AR glasses… Which is a VERY good thing!
Sticking a computer and video cameras on your face is not something that anyone wants for daily use. Google found this out the hard way with Google Glass being an expensive failure. Walking around, driving, or trying to communicate with people wearing computer glasses on your face is a hindrance. And others that encounter people wearing AR glasses despise “Glass-Holes”.
AR is best used in particular situations, and (as Cook implied) as a shared experience. Useful examples of AR would be a heads-up display in your car, or an AR mode on your iPhone or iPad.
I’m all in on AR – for both work and home… BUT
I really want to see how Apple is going to overcome the Glasshole syndrome. The tech is there – but wondering if it will be glasses or similar. Branding with white earbuds is one thing – wearing glasses is something different – and if doesn’t work with prescription – then another Glasshole event may occur. I love the idea of contacts – but again – that’s a BIG barrier for people to overcome.
I so want that problem to be solved – and can’t way for the overlay!
I think it’s an incorrect assumption that Apple will even be doing a pair of glasses. There is so much that can be done with AR on other devices. Just the phone screen itself can have AR. Think about the work Apple is doing in the automotive space. Imagine AR augmentation to show the route you’re supposed to take by highlighting the road you’re supposed to turn on on the windshield itself, etc.