Magic Leap - False Advertising and Disappointing Technology?


  • False trailers full of special effects
  • Rony Abovitz tries to reassure the crowds about the Magic Leap

In recent months, the Magic Leap has aroused the curiosity and impatience of many consumers. This mysterious device, developed in secret, managed to raise 4,5 billion dollars without any official presentation. Its mixed reality technology has only been sketched out through a handful of videos. In these enticing trailers, the virtual blends harmoniously with the real for a startling, breathtaking result.

Huge whales springing from the middle of a basketball court, Star Wars droids in your living room, a miniature elephant in the palm of your hand… here are a few examples of what the Magic Leap trailers promise. In reality, however, very few privileged have had the chance to see what this device really looks like, and what really is the technology it offers.

False trailers full of special effects

Until now, among the lucky ones who had the opportunity to visit Magic Leap headquarters, no one had questioned the revolutionary character and the technological advancement of the product. Alas, Thursday, December 8, 2016, a reporter for The Information first sowed doubt in people's minds

According to him, the demo that was presented to him is far from impressive, and the first commercials for the Magic Leap are simply false. These videos are in reality only assemblies of special effects created by Weta Workshop, and in no way reflect the actual capabilities of the product.

Reed says the device is significantly less powerful than the Microsoft HoloLens, itself still at the prototype stage. 

Rony Abovitz tries to reassure the crowds about the Magic Leap

This finding is alarming, because the billions of dollars invested in the company may be undeserved. Faced with the indignation aroused by this report, the CEO of Magic Leap, Rony Abovitz in person, decided to speak.

According to the company manager, a first PEQ (product equivalent) in the form of the Magic Leap has been completed in the new factory. A second larger PEQ is being launched to test the supply chain and manufacturing quality. As an indirect response to Reed's criticisms, Abovitz adds that these prototypes are primarily designed to test product quality and reliability, production line speed and other important parameters..

Always according to his words, software development, applications and innovative experiments are still ongoing. The product itself is not finished either. The reporter of The Information indeed specifies in his article that he did not have the opportunity to discover the final version of the device.

Therefore, it is still unclear whether the Magic Leap will ultimately deliver on its promises. The Information report is doubtful, but it will be necessary to wait for the final presentation of the product to get a real idea of ​​what Rony Abovitz and his firm have to offer.

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