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Why is Apple Eager to Bring Augmented Reality Mainstream?
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Apple Inc (AAPL - Free Report) is betting big on augmented reality (AR). At its iPhone X event, the company looked eager to bring AR technology to the mainstream.
Why is Apple Keen on AR?
Augmented/Virtual Reality technologies have long been considered the next step in technological innovation. While AR helps to overlay computer generated images on our real world, virtual reality (VR) helps to create a 3D environment that can be interacted with as well. Both these technologies are intertwined but analysts observe that gradually it could bifurcate.
Apple CEO, Tim Cook has been emphasizing on developing the technology time and again. Cook had mentioned the company’s AR efforts for the first time at its third-quarter fiscal 2016 earnings conference call. He was quoted by media reports saying that not VR but AR will be “the larger of the two, probably by far”.
The thing is Apple has been exploring newer growth avenues to boost its top line so as to reduce dependence on iPhone, which faces stiff competition. It is the biggest contributor to Apple’s topline.
With so much buzz created by AR/VR and AI technologies, the company has started to focus on its development. These are fast emerging as lucrative business opportunities.
According to market research firm IDC’s August report, quoted by Business Insider, total spending on AR/VR is expected to soar from $11.4 billion in 2017 to nearly $215 billion 2021, at a CAGR of 113.2%.
A Look at Apple’s AR Efforts
Apple while demonstrating the new iPhone 8, iPhone 8 Plus and iPhone X said that the new A11 bionic processor will help augmented reality games and apps to “reach a new level of fluidity and realism.”
Apple’s senior vice president of worldwide marketing, Phil Schiller said that the cameras for the new phones are "calibrated for AR".
Then there is also animoji, an app that deploys 3D technology to create emojis that imitate the users’ expression. While demonstrating Face ID powered by True Depth camera, which allows Animoji to function, Apple announced that it was working with Snap Inc (SNAP - Free Report) to create hyper realistic filters that track one’s facial movements and help imprint the same on emojis. Apple also spoke about its intention to strengthen augmented technology efforts in its iMessage application
Apple has created its own custom software tool kit called ARKit. Unveiled at WWDC, Apple had announced that ARKit will help third-party developers to work on creating AR experiences for the iOS platform.
Apple is also speculated to foray into the wearable AR glasses space and has reportedly also partnered with renowned lens maker Carl Zeiss, per media reports. To ramp up its efforts in AR hardware, 3D gaming and virtual reality software, Apple has acquired various companies like SensoMotoric Instruments, Flyby Media, Emotient, TupleJump, Turi, Metaio and PrimeSense.
Competition is Rife
Given the massive growth potential, there is intense competition. Right from Facebook to Alphabet (GOOGL - Free Report) to Microsoft all are vying to grab a share of this pie
Facebook has directed about $3 billion to develop VR technology while Alphabet’s Google is giving tough competition to Apple with its all new ARCore developer Kit. Similar to ARKit, ARCore will let developers create AR experiences for Android Platform. Android is indeed one of the most popular mobile operating platforms.
On the other hand, Microsoft has basically (and cautiously) directed its efforts toward something called “mixed reality.” Microsoft created the term “mixed reality,” which stands for a combination of AR and VR. A few days back, the company announced that the new upgraded version of the Windows 10 operating system (OS) will support both AR and VR technologies. HoloLens is Microsoft’s another noted “mixed reality” product.
It remains to be seen how this market eventually pans out in the coming days. Though at present AR/VR application may be limited to gaming, it has the potential to evolve into the next computing platform. Only time will tell how.
Will You Make a Fortune on the Shift to Electric Cars?
Here's another stock idea to consider. Much like petroleum 150 years ago, lithium power may soon shake the world, creating millionaires and reshaping geo-politics. Soon electric vehicles (EVs) may be cheaper than gas guzzlers. Some are already reaching 265 miles on a single charge.
With battery prices plummeting and charging stations set to multiply, one company stands out as the #1 stock to buy according to Zacks research.
Image: Bigstock
Why is Apple Eager to Bring Augmented Reality Mainstream?
Apple Inc (AAPL - Free Report) is betting big on augmented reality (AR). At its iPhone X event, the company looked eager to bring AR technology to the mainstream.
Why is Apple Keen on AR?
Augmented/Virtual Reality technologies have long been considered the next step in technological innovation. While AR helps to overlay computer generated images on our real world, virtual reality (VR) helps to create a 3D environment that can be interacted with as well. Both these technologies are intertwined but analysts observe that gradually it could bifurcate.
Apple CEO, Tim Cook has been emphasizing on developing the technology time and again. Cook had mentioned the company’s AR efforts for the first time at its third-quarter fiscal 2016 earnings conference call. He was quoted by media reports saying that not VR but AR will be “the larger of the two, probably by far”.
The thing is Apple has been exploring newer growth avenues to boost its top line so as to reduce dependence on iPhone, which faces stiff competition. It is the biggest contributor to Apple’s topline.
With so much buzz created by AR/VR and AI technologies, the company has started to focus on its development. These are fast emerging as lucrative business opportunities.
According to market research firm IDC’s August report, quoted by Business Insider, total spending on AR/VR is expected to soar from $11.4 billion in 2017 to nearly $215 billion 2021, at a CAGR of 113.2%.
A Look at Apple’s AR Efforts
Apple while demonstrating the new iPhone 8, iPhone 8 Plus and iPhone X said that the new A11 bionic processor will help augmented reality games and apps to “reach a new level of fluidity and realism.”
Apple’s senior vice president of worldwide marketing, Phil Schiller said that the cameras for the new phones are "calibrated for AR".
Then there is also animoji, an app that deploys 3D technology to create emojis that imitate the users’ expression. While demonstrating Face ID powered by True Depth camera, which allows Animoji to function, Apple announced that it was working with Snap Inc (SNAP - Free Report) to create hyper realistic filters that track one’s facial movements and help imprint the same on emojis. Apple also spoke about its intention to strengthen augmented technology efforts in its iMessage application
Apple has created its own custom software tool kit called ARKit. Unveiled at WWDC, Apple had announced that ARKit will help third-party developers to work on creating AR experiences for the iOS platform.
Apple is also speculated to foray into the wearable AR glasses space and has reportedly also partnered with renowned lens maker Carl Zeiss, per media reports. To ramp up its efforts in AR hardware, 3D gaming and virtual reality software, Apple has acquired various companies like SensoMotoric Instruments, Flyby Media, Emotient, TupleJump, Turi, Metaio and PrimeSense.
Competition is Rife
Given the massive growth potential, there is intense competition. Right from Facebook to Alphabet (GOOGL - Free Report) to Microsoft all are vying to grab a share of this pie
Facebook has directed about $3 billion to develop VR technology while Alphabet’s Google is giving tough competition to Apple with its all new ARCore developer Kit. Similar to ARKit, ARCore will let developers create AR experiences for Android Platform. Android is indeed one of the most popular mobile operating platforms.
On the other hand, Microsoft has basically (and cautiously) directed its efforts toward something called “mixed reality.” Microsoft created the term “mixed reality,” which stands for a combination of AR and VR. A few days back, the company announced that the new upgraded version of the Windows 10 operating system (OS) will support both AR and VR technologies. HoloLens is Microsoft’s another noted “mixed reality” product.
It remains to be seen how this market eventually pans out in the coming days. Though at present AR/VR application may be limited to gaming, it has the potential to evolve into the next computing platform. Only time will tell how.
Will You Make a Fortune on the Shift to Electric Cars?
Here's another stock idea to consider. Much like petroleum 150 years ago, lithium power may soon shake the world, creating millionaires and reshaping geo-politics. Soon electric vehicles (EVs) may be cheaper than gas guzzlers. Some are already reaching 265 miles on a single charge.
With battery prices plummeting and charging stations set to multiply, one company stands out as the #1 stock to buy according to Zacks research.
It's not the one you think.
See This Ticker Free >>