Apple’s ARKit.

Apple’s ARKit.

Next up on Apple’s agenda is Augmented Reality. Apple is far from being able to claim it invented Augmented Reality, but its new ARKit in iOS 11 is already showing signs to suggest that Apple will help bring Augmented Reality into the mainstream faster and better than anyone else.

Apple continues to charge premium prices for its product. It can only do this for two reasons.

  1. Its design and build quality is unsurpassed, and
  2. It is always on the cutting edge of new technology.

For these two reasons, customers feel that there is value in the iconic product.

How will Apple maintain leadership in new technologies?

One area in which Apple intends to take an unprecedented lead is augmented reality. Our goal is to provide a deeper understanding of exactly what Apple has just done and why it is so revolutionary. Read on! 


Apple opened the door for more augmented-reality apps earlier this month when it released ARKit, new software that makes it easier for developers to make Augmented Reality apps. They are building it into iOS 11, opening it to developers and unleashing the creativity of millions of people.

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Augmented reality is the less known cousin of virtual reality. Virtual Reality gets more attention because it completely immerses users in an artificial world and is more attractive to gamers. Apple believes Augmented Reality will be an easier sell because it is less intrusive.

Meanwhile, adding augmented reality to the iPhone is not a giant leap. Building the glasses is tougher. Like the Watch, they probably tether to the iPhone. Beaming 3D content to the glasses will consume much power, thus extending battery life is important. Content is key too. If Apple’s AR glasses lack useful apps, immersive games and attractive media content, why and who would wear them? The glasses might also need new operating system and perhaps a new chip. Apple will have to source the guts of the gadget cheaply enough to make it affordable for the huge market.

According to Bloomberg, one of the features Apple is exploring is the ability to take picture and then change the depth of the photograph or the depth of specific objects in the picture later; another would isolate an object in the image, such as a person’s head, and allow it to be tilted 180 degrees. A different feature in development would use augmented reality to place virtual effects and objects on a person, much the way Snapchat works.

The AR-enhanced glasses are further down the road, the people say. Getting the product right will be key, of course. Wearables are hard. Still, time and again, Apple has waited for others to go first and then gone on to dominate the market. “To be successful in AR, there is the hardware piece, but you have to do other stuff too: from maps to social to payments,”, “Apple is one of the only companies that will be able to pull it off.”


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