Apple is continuing to explore ways for augmented reality to be more useful, with one idea helping passengers of ride-hailing services, like Uber, to find their designated car, and to avoid climbing into the incorrect vehicle.

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Contrary to industry expectations, Apple analyst Ming-Chi Kuo believes the company will not integrate a rear-side time of flight (TOF) solution in its 2019 iPhone lineup, saying the technology is not yet ready for the augmented reality revolution.

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Apple on Wednesday confirmed the purchase of Colorado-based Akonia Holographics, a startup focused on the development and production of specialized lenses used in augmented reality headsets.

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Apple is contemplating ways 360-degree video content for VR headsets could be improved, by coming up with a method for stitching together multi-directional image data from videos to make the appear with less distortion than current stitching apps and encoders can produce.

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Noted Apple analyst Ming-Chi Kuo believes the Cupertino tech giant's autonomous vehicle aspirations -- "Project Titan" -- will be realized in a shipping consumer product as early as 2023, helping push the company toward its next trillion dollar valuation.

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Virtual and augmented reality company Magic Leap is starting to ship its mixed reality headset, with the Creator Edition of the Magic Leap One initially being made available in a number of cities across the United States for $2,295.

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Adding to a growing stable of virtual reality experts, Apple recently hired developer Sterling Crispin, whose app "Cyber Paint" was among the first to take advantage of burgeoning mobile VR headset technology.

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Online shopping will get a lot more interactive this fall when iOS 12 launches, thanks to the new feature AR Quick Look. Instead of relying on user-installed apps, AR Quick Look makes it easy to view AR capable images right from within Safari.

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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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