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Apple Commits to Augmented Reality

Written by Monica Savaglia
Posted June 4, 2018 at 8:00PM

Apple wants to be the first to impress you with its augmented reality (AR) technology. The company just announced that next week, it will be debuting tools that will allow for two iPhone users to share augmented reality.

So what does that mean? Well, ultimately, Apple’s goal is for two users to see the same virtual object in the same space but through their own separate iPhones. Furthermore, the technology will limit the personal data that is sent to Apple’s servers.

The most popular example of augmented reality is the technology that was used in the mobile game Pokémon Go. Even Snap has started to incorporate AR technology into its filters on its app, Snapchat.

AR gives viewers the opportunity to see virtual structures that are superimposed on their current surroundings through smartphones or other devices with AR capabilities.

Augmented reality is a tech sector that’s becoming a key driver for the tech economy.

Some estimates have shown that the AR market could reach $100 billion by 2020.

You could say that this market has officially launched, and the next few years are going to be the most crucial years for the market.

If for some reason you're hesitant on how big the market is actually going to be, take a look at what Apple and Google have been up to.

More and more news surfaces every day about how these tech giants are perfecting AR technology.

Both have started to invest heavily into research and development involving the technology. They've realized the market’s potential, but one thing is holding them back...

Finding a device that'll actually grab consumers' interest. Something that'll actually stick.

Right now, this is the biggest problem for these tech giants and the AR market. 

We know the potential is there. We know the market is going to skyrocket in the upcoming years. But how? And which company is going to take the lead?

Mobile Augmented Reality Ignites the Flame

The biggest potential I see for AR is through mobile. We never leave the house without our phones. Our phones are a big part of our lives whether you like to admit it or not, which is why mobile AR is going to be what launches AR technology and the market.

Facebook’s Mark Zuckerberg believes mobile AR will be what takes this market to the next level. He said:

The phone is probably going to be the mainstream consumer platform [where] a lot of these AR features become mainstream, rather than a glasses form factor that people will wear on their face.

Google, Facebook, and HTC all tried to emerge onto the augmented and virtual reality (VR) market a few years ago; however, none of them had much success. And it was probably the route that all those companies decided to take...

They decided to incorporate AR/VR technology through some type of wearable. Google had its Google Glasses, Facebook had its Oculus Rift, and HTC had its Vive.

These devices were ones you wore on your head like a pair of glasses or goggles. However, the devices didn't catch on. It could have been the price tag that came along with them. It could have been that these wearable devices weren't a smooth transition into the technology.

Wearing glasses or a headset of some sort isn't the most appealing option for a consumer. My brother bought an HTC Vive when it came out. The games were limited, but when I played with the Vive, it was fun. But wearing the headset started to get tiring. Not only that, but I felt extremely ridiculous having this huge headset attached to my head. 

If the technology is on our phones, it's more manageable and discreet. It'll provide a smoother transition that will help developers understand what people want from the technology.

AR Will Be Big for Apple 

This past Monday was Apple's 2018 Worldwide Developers Conference (WWDC) in San Jose, California, and with no surprise a hot topic at the conference was augmented reality. Apple CEO Tim Cook sees the technology as being potentially as revolutionary as the smartphone.

In a previous earnings call, Cook said, “We are high on AR for the long run, we think there's great things for customers and a great commercial opportunity.”

As I mentioned earlier, Apple wants to be at the forefront of augmented reality. What better way to do that than through mobile? Apple announced during this year's WWDC that it has upgraded its augmented reality tools for its iPhones and iPads. The new software is called “ARKit 2.0.”

The company has been planning a new mode that would let users play AR games against each other in the same virtual environment. Another mode would allow for objects to be dropped into an area and virtually remain in that same spot they were dropped.

All of these modes and features are just a taste of what's to come from Apple and its AR headset, which we could see out as early as 2020.

This might seem miniscule to you, or it might seem really groundbreaking. Either way, Apple is making moves in the AR market that could set it apart from other companies that are trying to do the same.

The race in augmented reality has begun. And it's not too late to profit. Click here to learn how.

Until next time,

Monica Savaglia

Monica Savaglia

Monica Savaglia is Wealth Daily’s IPO specialist. With passion and knowledge, she wants to open up the world of IPOs and their long-term potential to everyday investors. She does this through her newsletter IPO Authority, a one-stop resource for everything IPO. She also contributes regularly to the Wealth Daily e-letter. To learn more about Monica, click here.

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