Measure is a simple ARKit application allowing you to measure objects in the real world using the camera on your iOS device.

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In a poll of prospective iPhone purchasers, 84 percent of buyers say they'll get a pricey iPhone X or larger iPhone Plus model, pushing UBS to raise AAPL's price target to $210.

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If Apple is working on a VR or AR headset, it is certainly aware of the different technologies and concepts already used in the market, including the benefits and pitfalls that can be encountered. AppleInsider provides an overview of the current state of the two technologies, and what Apple needs to consider for creating its own headset design.

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Engineers and executives reportedly attended this week's Display Week conference in Los Angeles en masse, signaling a strong interest from the company in upcoming display technologies.

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Apple could release a highly rumored augmented reality wearable in 2021, according to a note from Loup Ventures analyst Gene Munster discussing product categories the iPhone producer could pursue, with the rumored 'Apple Glasses' predicted to sell over 10 million units in its first year.

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ARCore 1.2, Google's updated augmented reality framework, includes a new cross-platform feature called 'Cloud Anchors,' which can allow both iOS and Android device users to share the same AR experience despite using different underlying AR technologies.

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Google on Tuesday teased upcoming changes to Google Maps, among them augmented reality support and a concept called "VPS," short for "visual positioning system."

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Apple's rumored AR headset will be capable of both augmented and virtual reality, and will likely depend on a separate box acting as a "brain" for the device, a report claimed on Friday.

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Apple has considered ways to detect the eye movements of the wearer of a head-mounted display, such as the company's long-rumored augmented reality headset, one that uses a system of cameras and mirrors to work out the direction of the user's gaze while looking at virtual environments.

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Apple is frittering away its lead in the augmented reality space after setting a rapid pace with ARKit in iOS 11 and advanced hardware in iPhone and iPad, according to KGI analyst Ming-Chi Kuo, who sees Chinese upstart Oppo gaining ground with less complex -- and less expensive -- solutions.

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Apple's work on augmented reality could find a place in its ongoing automotive initiative, with the company considering ways to use AR to show information about the road ahead, including things that are out of the driver's vision.

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Apple may be preparing to add Taiwanese firm PlayNitride to its partners on what appears to be a growing MicroLED initiative for future devices, according to a recent report.

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Apple's work on developing MicroLED panels is slowly nearing mass production, according to the report, by partnering with TSMC to manufacture small panels for use in the Apple Watch and the rumored AR wearable device, potentially starting later this year.

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A new batch of Apple patent applications published on Thursday by the U.S. Patent and Trademark Office shows Apple is still working on technology relating to virtual and augmented reality, with filings showing a multi-resolution system for creating VR content, headset concepts, and a 3D document editing system.

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Virtual and augmented reality company Magic Leap has finally allowed developers to start producing content for its Magic Leap One Lightwear AR goggles and wearable computer, using GDC to launch its developer portal containing a software development kit and development guidelines.

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The U.S. Patent and Trademark Office has published a pair of patent applications from Apple describing system of switching between selectively updating part of an LED display and the entire screen, one that is described in each application's abstract as being useful for virtual reality or augmented reality headsets.

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Several Apple engineers will be hosting talks at this year's Display Week, running from May 20 to May 25 in Los Angeles.

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Facebook is evaluating a new marker-based augmented reality feature in its app that provides users with AR experiences tied to specially marked physical objects, like mapping digital graphics over a movie poster.

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Looking to move past the commercial failure of the first iteration, Snap is reportedly working on not one but two new versions of its camera-equipped Spectacles.

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Google has launched version 1.0 of its ARCore SDK, signaling the first real salvo in a fight with Apple for developer support in augmented reality.

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