Augmented reality Stories April 18

AAPL: 141.20

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At Facebook’s developer conference F8 today, the company announced its new software platforms that mix augmented reality, artificial intelligence, and virtual reality.

The company is taking a leap into a new realm of interactions, and they’ve started by sharing a lot of them today. Some of the new software can already be seen inside of Facebook’s camera app starting today.

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Augmented reality Stories March 20

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While Apple has made clear that it has a keen interest in augmented reality, there have been conflicting reports about what form those features might take and how they might make their debut. A new Bloomberg report seeks to shed light on both questions.

The report echoes earlier ones that Apple has a large number of engineers working on AR features, and that they will be seen first in the iPhone …

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Augmented reality Stories March 6

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With growing speculation that a rumored 3D sensor on the iPhone 8 will be used for augmented reality applications, a Barclays research note has described the two different ways this could work. Based on supply-chain reports, Barclays believes Apple actually intends to use a combination of the two.

The simplest way to sense 3D space is to use what the note calls Time of Flight (ToF). An emitter transmits a signal (for example, in infrared) and times how long it takes to bounce off an object in front of the iPhone and return to a sensor. From a series of timed returns, the iPhone can build up a 3D image of what is in front of it.

But there’s a second method which uses a more sophisticated approach …

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Augmented reality Stories February 28

AAPL: 143.80

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A UBS research note seen by Business Insider says that Apple is believed to have more than 1,000 engineers working on an augmented reality project, and that the company’s first AR offering may be seen in the iPhone 8.

According to some industry sources, the company may have over 1,000 engineers working on a project in Israel that could be related to AR […] UBS expects Apple could implement new AR products as early as in the next iPhone, expected later this year, which could include “moderate 3D mapping … and possibly an AR software development kit,” the note says.

The note is consistent with a KGI one stating that the iPhone 8 will include a ‘revolutionary‘ camera able to sense 3D space …

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Augmented reality Stories February 21

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Today’s KGI report is just the latest piece of evidence that Apple has serious plans to somehow work with 3D space. Acquisitions, supply chain reports, patents and even comments by Tim Cook all add up to a definite interest in something in the 3D space. The question is: what?

There’s a lot of confusion surrounding terminology, so we thought it would be a good idea to start by distinguishing between the various terms being thrown around in this space – Virtual Reality (VR), Augmented Reality (AR) and Mixed Reality (MR) – before discussing Apple’s interest in 3D …

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Augmented reality Stories November 2, 2016

AAPL: 111.59

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A rather speculative KGI note suggests that Apple’s focus on augmented reality (AR) instead of virtual reality (VR) will give the company a 3-5 year lead on the rest of the industry when it launches its first products. The report also suggests that Apple could use augmented reality as part of an autonomous driving system.

All of Apple’s past successes were related to human-machine interfaces, such as mouse for Mac, click wheel for iPod, and multi-touch for iPhone and iPad. Assuming Apple successfully develops AR, we predict the firm will enjoy the following competitive advantages: (1) redefining existing key products and leading competitors by three to five years. For instance, this could happen for iPhone, iPad and Mac; (2) eliminating obstacles of Apple Watch and Apple TV by offering an innovative user experience; and (3) entering new business fields, such as autonomous driving system.

KGI’s Ming-Chi Kuo doesn’t, though, expect Apple to launch its first AR product any time soon …

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