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Every ten years or so, a new technology becomes commonplace and revolutionises the way people use computers. After the desktop computer, the internet and the smartphone, the time is here for the next big thing. According to Sundar Pichai and Google, that revolution for the next ten years is artificial intelligence. Apple and its CEO Tim Cook, however, might be betting on augmented reality. In a recent interview, Apple CEO Tim Cook had said that AR would be a big thing for years to come. That is a pretty forward looking statement from a secretive company that hesitates to talk about the future. Apple does not have any device in the category of head mounted displays at this time. Facebook has Oculus, Microsoft has HoloLens, and the Google Glass is still available to research and industrial partners. It is unclear if the AR experience will come to a standalone product, or a head mounted display where the iPhone is inserted. There are a string of AR related acquisitions by Apple. In January this year, Apple acquired Emotient, a company that makes AR software to analyse the moods and emotions of faces in real time. In November 2015, Apple acquired Faceshift, a real time motion capture company whose technology was used in Star Wars. In May last year, Apple had acquired Metaio, a company that makes software for AR overlays for industrial applications. The technology blends computer generated imagery into real world video and the software is used in retail, industrial and automative markets. Apple is hiring the best in AR talent as well. In January this year, Apple hired Virginia Tech professor Doug Bowman. Bowman has written a book on 3D user interfaces, and has contributed to the Microsoft research of HoloLens. Bowman is one of the leading experts in augmented reality. In August 2015, Apple hired Nick Thompson, the leading audio engineer for the Microsoft HoloLens team. In September this year, Apple hired Zeyu Li, an engineer who worked for Augmented reality startup MagicLeap and in June, Apple poached Yury Petrov from Oculus. Apple owns patents for head mounted displays with augmented reality capabilities. One of these devices can be used with an iPhone. Developers point out that the SceneKit SDK since iOS 9 has a listing for “HeadMountedDisplayRenderingTechnique”. Apple apparently has a secret research unit consisting of employees from acquisitions and engineers poached from other augmented reality companies. The team is working on a next generation head mounted augmented reality device to take on Oculus or HoloLens by Microsoft. Analysts tracking the company have said that Apple is about to take big steps towards boosting their AR capabilities. FBR & Co analyst Daniel Ives said that Apple would take aggressive measure to grow organically as well as through acquisitions over 2016, and that AR is the next generation of consumer technology that could fit well with the iPhone. Piper Jaffray analyst Gene Munster in a note to investors said that Apple is going to “pivot on iOS in a bid for the mixed reality space”, and may allow third party partners to make headsets to be used with the iPhone. Eventually, the iPhone may be phased out entirely in favour of a head mounted mixed reality device. Apple seems to be gearing up for the AR space, the clearest sign so far has been an interview with Buzzfeed in Japan. Tim Cook said that AR could not replace human contact and Apple was looking for technology to do that. Cook stressed that while VR may be good for education and gaming, AR is better suited for a wider range of applications. Apple is apparently also in talk with companies that make content for immersive experiences.
Image result for augmented reality tim cook
Every ten years or so, a new technology becomes commonplace and revolutionises the way people use computers. After the desktop computer, the internet and the smartphone, the time is here for the next big thing. According to Sundar Pichai and Google, that revolution for the next ten years is artificial intelligence. Apple and its CEO Tim Cook, however, might be betting on augmented reality.
In a recent interview, Apple CEO Tim Cook had said that AR would be a big thing for years to come. That is a pretty forward looking statement from a secretive company that hesitates to talk about the future. Apple does not have any device in the category of head mounted displays at this time. Facebook has Oculus, Microsoft has HoloLens, and the Google Glass is still available to research and industrial partners. It is unclear if the AR experience will come to a standalone product, or a head mounted display where the iPhone is inserted.
Image result for augmented reality
There are a string of AR related acquisitions by Apple. In January this year, Apple acquired Emotient, a company that makes AR software to analyse the moods and emotions of faces in real time. In November 2015, Apple acquired Faceshift, a real time motion capture company whose technology was used in Star Wars. In May last year, Apple had acquired Metaio, a company that makes software for AR overlays for industrial applications. The technology blends computer generated imagery into real world video and the software is used in retail, industrial and automative markets.
Apple is hiring the best in AR talent as well. In January this year, Apple hired Virginia Tech professor Doug Bowman. Bowman has written a book on 3D user interfaces, and has contributed to the Microsoft research of HoloLens. Bowman is one of the leading experts in augmented reality. In August 2015, Apple hired Nick Thompson, the leading audio engineer for the Microsoft HoloLens team. In September this year, Apple hired  Zeyu Li, an engineer who worked for Augmented reality startup MagicLeap and in June, Apple poached Yury Petrov from Oculus.
Apple owns patents for head mounted displays with augmented reality capabilities. One of these devices can be used with an iPhone. Developers point out that the SceneKit SDK since iOS 9 has a listing for “HeadMountedDisplayRenderingTechnique”. Apple apparently has a secret research unit consisting of employees from acquisitions and engineers poached from other augmented reality companies. The team is working on a next generation head mounted augmented reality device to take on Oculus or HoloLens by Microsoft.
Analysts tracking the company have said that Apple is about to take big steps towards boosting their AR capabilities. FBR & Co analyst Daniel Ives said that Apple would take aggressive measure to grow organically as well as through acquisitions over 2016, and that AR is the next generation of consumer technology that could fit well with the iPhone. Piper Jaffray analyst Gene Munster in a note to investors said that Apple is going to “pivot on iOS in a bid for the mixed reality space”, and may allow third party partners to make headsets to be used with the iPhone. Eventually, the iPhone may be phased out entirely in favour of a head mounted mixed reality device.
Apple seems to be gearing up for the AR space, the clearest sign so far has been an interview with Buzzfeed in Japan. Tim Cook said that AR could not replace human contact and Apple was looking for technology to do that. Cook stressed that while VR may be good for education and gaming, AR is better suited for a wider range of applications. Apple is apparently also in talk with companies that make content for immersive experiences.

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