Apple Is Serious About Augmented Reality But Is It The Right Things To Pursue?

Apple is serious about augmented reality (AR) technology and it might appear differently from what we imagine for now. Compared to Facebook, Apple saw AR as a core technology. It means the company may not releasing its own device. Instead, it will be used AR as part of the content using existing platform with improved specs.


Tim Cook says Apple looks AR will have a better future compared to the virtual reality (VR). Indirectly, Apple is saying Facebook Oculus Rift will have difficulties for future implementation.

I’m excited about augmented reality because unlike virtual reality which closes the world out, AR allows individuals to be present in the world but hopefully allows an improvement on what’s happening presently

Most people don’t want to lock themselves out from the world for a long period of time and today you can’t do that because you get sick from it. With AR you can, not be engrossed in something, but have it be a part of your world, of your conversation. That has resonance.

Apple might look at the potential of AR application same as what is being discovered by Microsoft through the Hololens project. Snapchat is a great example which AR technology. But will they copy features from Snapchat into the iMessage?

For me, I think Apple should not close their door for virtual reality technology. Previously, Microsoft did the same thing by saying iPhone will not leave any impact on the consumers and look who’s being defeated in the competition? As long as Mark Zuckerberg is leading the Facebook, he might have his plan which might surprise his enemies especially Apple.

(via Mashable)

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