Apple is looking beyond augmented reality in the long run, as a new patent filing suggests the company has examined the potential of full virtual reality kits not just for product testing, but for consumers as well.
Apple CEO Tim Cook once again hinted at the prospect of augmented reality glasses in an interview published on Wednesday, while quashing the idea of an announcement in the near future — and indirectly, the efforts of rivals like Microsoft.
Apple CEO Tim Cook continued his European tour on Tuesday with an interview discussing the benefits of augmented reality and ARKit, which with iOS 11 and a slate of new iPhones has become a major focus for the Cupertino tech giant.
In its push into the virtual and augmented reality market, which the company has branded as "mixed reality," Microsoft is leveraging its army of hardware partners, many of whom are releasing new virtual reality headsets over the next few weeks.
Apple is going all-in on augmented reality with iPhone X, iPhone 8 and iOS 11. From hardware acceleration on the A11 Bionic chip to ARKit in iOS 11, check out all the new AR features consumers coming to Apple's product line starting Sept. 22.
At WWDC17, Apple introduced ARKit, iOS 11's new dev tools for Augmented Reality. It demonstrated interactive 3D games spilling off a table on stage and offered a hands-on look at a simple app that placed virtual objects on a table its iPads could recognize as a 3D plane. This week, it unveiled a practical new real-world app for exploring the Apple Park project.
An unverified tip claims Apple CEO Tim Cook is planning to make an important announcement in the augmented reality/virtual reality space in Austin, Tex., on Friday, and might also reveal the date of an expected September iPhone event, AppleInsider has learned.
Disney is going to promote upcoming movie 'Star Wars: The Last Jedi' using augmented reality (AR) on iPhones and iPads, with a promotion that requires users to scan codes to unlock AR experiences with characters from the film using the 'Star Wars' iOS app.
As Apple invests heavily in augmented reality, the company is still internally unsure about where the future of AR hardware may go, and as a result there are reportedly multiple competing projects being developed internally.
Apple spent nearly $3 billion on research and development in the third quarter of 2017, a $377 million year-over-year increase that brings the company's six-month outlay on future projects to more than $5.7 billion.
Google appears to have ditched the concept of Google Glass as fashion accessory in its latest industry-focused revision to the augmented reality product, and a new headset called the Mira Prism will allow users to snap in an iPhone 7 to reflect the screen into the user's field of vision.
Apple's hegemony over its hardware and software platforms could boost not just the company's own augmented reality efforts, but the AR industry in general — in a way that hasn't been managed by Google so far.
A new device from from high-end video camera producer Red has been announced, that if promises are kept, will be the first holographic display-equipped smartphone not requiring users to wear glasses or headsets for fill three-dimensional content viewing.
Apple has a long history of introducing groundbreaking technology in one device, only to gradually carry it over to the rest of its product lineup in the ensuing years. With that in mind, the newly released iPad Pro with 120Hz ProMotion display could hint at the future of Apple's portable devices — particularly as the company pushes into augmented reality and virtual reality.