Apple is investing heavily in AR and heading for an augmented future

Apple is investing heavily in AR and heading for an augmented future

Summary

Apple has been struggling for several months. Sales are sluggish, the iPhone 7 has disappointed fans of the Apple brand somewhat, and no real new technology has recently emerged from the once prolific Cupertino offices. Tim Cook's company has also fallen far behind its competitors in the areas of virtual reality and augmented reality. Apple is stepping up its efforts and could soon surprise the community with new features in augmented reality.



Apple is investing heavily in AR and heading for an augmented future

Apple and augmented reality, a love story, for the moment platonic

Despite Tim Cook's various declarations of love for augmented reality, it is clear that the apple brand has, unlike Microsoft and Apple, not released a product dedicated to this technology. Despite the secrecy that reigns in Cupertino and the statements of its CEO, there are many indications that the apple brand is working very actively on this very promising technology.

Apple is investing heavily in AR and heading for an augmented future

According to our American colleagues from the economic newspaper "Bloomberg", Apple reportedly recruited hundreds of engineers to develop brand-specific augmented reality technology. According to the business daily, they have already worked in the field, in particular on Microsoft's augmented reality glasses, the Hololens. Others would come from a defector from Oculus and finally many would come from augmented reality companies bought by the Apple brand. Mike Rockwell, a Dolby company defector reportedly leading AR research at Apple.


Apple is investing heavily in AR and heading for an augmented future


AR on the next iPhone?

Many suspect Apple to want to create augmented reality glasses like Hololens or Google Glass. However, all agree to say that such a project will undoubtedly not see the light of day for a long time. However, many clues suggest that the iPhone 8 should embed elements of augmented reality.

Apple is investing heavily in AR and heading for an augmented future

A recent video published by the Cupertino company suggests, moreover, that Apple is particularly interested in stickers added to photos or videos. Different technologies on images adding augmented reality are also advanced by experts. Company acquisitions of the Apple brand are also going in this direction. As well, many Apple specialists assure that the next iPhone model, which will be released this year, will include AR technologies, while waiting for the release of augmented reality glasses, much hoped for by fans.




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