Apple 'stepping up' development of augmented reality glasses, moving towards consumer devi...
Apple is reportedly "stepping up its efforts" in developing augmented reality glasses, allocating more resources to the project with the aim of shifting it from research into a consumer product.
Google's early effort at AR-like technology, Google Glass.
AR technology has apparently overtaken "Project Titan" -- its self-driving car initiative -- as the company's next big priority apart from the iPhone, according to the Financial Times, citing sources familiar with Apple's plans. Any retail launch is thought to be at least a year away, however.
While multiple reports have suggested that Apple is working on AR and Chief Executive Tim Cook has repeatedly expressed interest in the concept, the Times's claim contradicts one made by tech prognosticator Robert Scoble, who recently cited his own sources as saying that Apple could make an announcement as soon as mid-2017, even if that date might slip until 2018.
Scoble suggested that Apple is working on a pair of lightweight glasses in partnership with optical specialist Carl Zeiss. People would need to pair this with a separate set of electronics, such as an iPhone or another accessory.
More recently, a separate report backed the idea that Apple is building AR glasses and assigning a high-profile team to work on the task. The company allegedly has "hundreds" of engineers working on different aspects, but like the Times, the report suggested that a retail product won't be announced anytime soon.
Sources told the Times that Magic Leap -- a company Cook recently visited -- is expected to launch its own "light-field" AR glasses later this year, beating out Microsoft's experimental HoloLens set in terms of size and field of view. The Magic Leap glasses will reportedly be tethered to a pack providing both power and processing, and cost upwards of $1,000.
Google's early effort at AR-like technology, Google Glass.
AR technology has apparently overtaken "Project Titan" -- its self-driving car initiative -- as the company's next big priority apart from the iPhone, according to the Financial Times, citing sources familiar with Apple's plans. Any retail launch is thought to be at least a year away, however.
While multiple reports have suggested that Apple is working on AR and Chief Executive Tim Cook has repeatedly expressed interest in the concept, the Times's claim contradicts one made by tech prognosticator Robert Scoble, who recently cited his own sources as saying that Apple could make an announcement as soon as mid-2017, even if that date might slip until 2018.
Scoble suggested that Apple is working on a pair of lightweight glasses in partnership with optical specialist Carl Zeiss. People would need to pair this with a separate set of electronics, such as an iPhone or another accessory.
More recently, a separate report backed the idea that Apple is building AR glasses and assigning a high-profile team to work on the task. The company allegedly has "hundreds" of engineers working on different aspects, but like the Times, the report suggested that a retail product won't be announced anytime soon.
Sources told the Times that Magic Leap -- a company Cook recently visited -- is expected to launch its own "light-field" AR glasses later this year, beating out Microsoft's experimental HoloLens set in terms of size and field of view. The Magic Leap glasses will reportedly be tethered to a pack providing both power and processing, and cost upwards of $1,000.
Comments
This is the point people who never worked in a R&D or product development environment and these are distinctly two different things. Apple could be doing lots of R&D on various topics or technologies but this does not mean any of these ideas will ever see the light of day or be a consumer based product. Just look at all the Apple patents, their are lots of ideas coming out of Apple, how many of those patent ideas have turned into a real product.
Everyone should believe Apple is doing work with AR/VR, what you should not believe is that Apple will be turning out a consumer based product around these technologies. Remember Apple is a consumer Electronic company not a R&D think tank who comes up with great idea that only a few people will buy into.
Seems exactly like a cutting-edge, small acquisition Apple would make.
Interesting, if not lengthy, demo. of prototype hardware in development in 2015 here.
Because he never said they will make a AR/VR product, saying he is interested in the technology and doing R&D is one things, productizing it is a completely different thing. Just like Steve Jobs saying Apple will never make a PDA, when in reality they at is what they did, it was called an iPhone. This is just the opposite example saying not going to do something only to do and call it by a different name.
R&D is not product development Apple does lots of R&D but we all know what comes out of product development organizations at Apple just go to any Apple store, it is those things you can buy.
Not saying AR isn't a priority at Apple. Just that these rumor mills posing as 'news' by naming unsubstantiated and often unnamed "sources" contribute to the increasing mistrust towards real news.
Good.
While I have a personal interest in Project Titan, an AR product is likely better for Apple (and AAPL):
- Higher volume
- Higher margin
- Lower risk
- More natural extension of existing products
- Higher 'extensibility" potential (use cases in new areas)
The biggest challenge is probably overcoming the "dork factor": how to create a physical UI (glasses or something else) that works and doesn't make the user feel silly.
Anyway autonomous vehicles and AR glasses are completely different things. The idea that Apple would scrap one for the other is ridiculous. Of course the piece actually said AR was the top priority for the "next big launch" which is not surprising as anything on the car front would be years away.
I find these reports of AR glasses amusing considering both Tim Cook and Jony Ive panned glasses like Google Glass and said the wrist was the right place. I believe Tim Cook even said people wear glasses because they have to not because they want to. IF Apple is going down this path my guess is it will be more business/service industry focused than consumer focused.
Symmetry really is key. Beauty = symmetrical features.
Everybody already thinks sunglasses are cool
People are accustomed to sunglasses that are BIG.
So for glasses wearers and non-wearers alike, a symmetrical design that looks like sunglasses is potentially a very good way to go.
Having said that... if it were technically feasible to do this with a John Lennon / Steve Jobs glasses design, then sure -- that would be great. But there's no way that's feasible. If nothing else, the battery needs more space than that.
As for AR glasses...it is something I believe will be viable at some point, but am not convinced that 2018 is the year. There just seems to be so many issues to solve, not the least of which is the "social acceptance" of it. Style - in the sense that at least a few 10's of millions would consider wearing them - is paramount. Addressing privacy concerns is next. Then you get into battery, application response, how to display the information so it is helpful but not distracting, doesn't make the user nauseous, etc. Just doesn't seem solvable in a year.
Not to mention just like it took an extra 5 years for Car Companies, to let Apple do the CarPlay, the same thing is going to have to happen for DriverLess Cars, 5 years of the Auto Manufacturers giving it a shot cause they'll want to prove they can do it themselves and then failing miserably with wrecks, deaths, and getting sued, and then MAYBE Apple, Google, or etc will supply them with Driving Computers...