Apple buys established augmented reality firm Metaio
Apple earlier this month completed an acquisition of Metaio, a German augmented reality firm that first started life as a side project at Volkswagen, for an as-yet-unknown project.
The buy was uncovered on Thursday by TechCrunch, which pointed to a Twitter post showing a legal document seemingly confirming a full transfer of shares from Metaio's holdings to Apple.
Metaio recently canceled its user conference originally set for June, disabled its Twitter accounts and just days ago posted a notice announcing an end to product and subscription sales.
When reached for comment, Apple offered its usual statement of confirmation, saying, "Apple buys smaller technology companies from time to time, and we generally do not discuss our purpose or plans."
According to Metaio's website, the company specializes in augmented reality and computer vision solutions. One tool, called Metaio Creator, helped customers author immersive, interactive experiences using existing devices like Apple's iPad. As seen below, an app from Ferrari allows prospective buyers to use a tablet and view a car's trim level overlaid on the actual model.
Apple's plans for Metaio and its staff remain unclear, but Cupertino has been researching augmented reality hardware and software for some time. It was reported in March that Apple already had a team dedicated to exploring potential AR deployments.
In addition to ongoing in-house research and development, Apple holds a variety of patents covering gamut of augmented reality applications, including transparent displays, mapping solutions and iPhone-powered virtual displays.
The buy was uncovered on Thursday by TechCrunch, which pointed to a Twitter post showing a legal document seemingly confirming a full transfer of shares from Metaio's holdings to Apple.
Metaio recently canceled its user conference originally set for June, disabled its Twitter accounts and just days ago posted a notice announcing an end to product and subscription sales.
When reached for comment, Apple offered its usual statement of confirmation, saying, "Apple buys smaller technology companies from time to time, and we generally do not discuss our purpose or plans."
According to Metaio's website, the company specializes in augmented reality and computer vision solutions. One tool, called Metaio Creator, helped customers author immersive, interactive experiences using existing devices like Apple's iPad. As seen below, an app from Ferrari allows prospective buyers to use a tablet and view a car's trim level overlaid on the actual model.
Apple's plans for Metaio and its staff remain unclear, but Cupertino has been researching augmented reality hardware and software for some time. It was reported in March that Apple already had a team dedicated to exploring potential AR deployments.
In addition to ongoing in-house research and development, Apple holds a variety of patents covering gamut of augmented reality applications, including transparent displays, mapping solutions and iPhone-powered virtual displays.
Comments
This is a gem of a tool set that will be made more widely available to the world.
That is COOL!! I would love to use this.
And because my German doesn't include much more than "Ein Glas Rotwzein bitte" is the scene being shown a place where people got into W. Germany from the East through the building?
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"Siri what is this?" May be a valid question someday.
I am hoping the AR tools can be quickly integrated into iOS and Mac OS X for release to developers.
That is COOL!! I would love to use this.
And because my German doesn't include much more than "Ein Glas Rotwzein bitte" is the scene being shown a place where people got into W. Germany from the East through the building?
I
I found it very disturbing that the girl using the app was smiling while the footage integrated into the environment showed wince-inducing scenes of danger and destruction.
The scene she was smiling at was extremely famous footage of an East German soldier using the last chance to desert and jump over barbed wire that was about to be replaced by the wall, in early 1961.
The guy made it, and was elated at having jumped. It is not wince-inducing.
The other scenes, though equally portentous circumstances, are also success stories of people who managed to escape into the West.
The scene she was smiling at was extremely famous footage of an East German soldier using the last chance to desert and jump over barbed wire that was about to be replaced by the wall, in early 1961.
The guy made it, and was elated at having jumped. It is not wince-inducing.
The other scenes, though equally portentous circumstances, are also success stories of people who managed to escape into the West.
I'm aware of the historical context. It's still wince-inducing seeing footage of people falling from buildings. Perhaps memories of 9/11 are coloring my perception in this instance.
Of course. For me, it's seeing people dropping to safety.
What?
The AR stuff seems a bit old-hat when stacked up against HoloLens, but at least Apple is the game.
Everything is focused on AR for the iPad or the iPhone, what about CarPlay? How about a heads-up display integrated with AR and GPS in a future BMW or Mercedes? How about integrating that with LIDAR so when you're driving along a dark road you can be alerted in the display if something is in the road?
If you look at how you could blend these technologies Apple could be significant player without having to build a car -- they can deliver the user-facing OS for the car.