Apple is overdue for delivering something revolutionary. The rumour mill suggests that AR is its next big push. The iPhone 7 was a boring bust and the iPad can only get so thin (or big, thanks to the Pro). Investors have been pushing hard for a new product and revenue stream from Apple. This year’s iPhone X, the iPhone 8, will mark the smartphone’s tenth anniversary. The fanboys deserve something new.
Apple and AR
Apple is betting big on AR technology and it may kick things off with this year’s iPhone. Tim Cook has talked about AR in the past, claiming it will become an integral part of everyone’s daily life. He means everyone with an iPhone, of course. Apple has hired top executives from the industry to help them build a pair of AR glasses. Could it correct the big folly that was Google Glass? A former Dolby Labs executive will be leading the project with help from people who have worked with Oculus Rift and Microsoft’s Hololens. Experts in digital effects from Hollywood and other audio and video experts are part of the team.
If you’re wondering why Apple isn’t taking on VR like everyone else, then you’ve answered your own question. The Cupertino giant wouldn’t be cool if it chased the mainstream. AR is hardly niche today but isn’t being tackled and brought to consumers on the scale VR is. Microsoft is doing cool things with Hololens but it’s more focused on enterprise than consumers. AR also being a more practical piece of technology, makes it a good fit for Apple to perfect. This brand knows how to make things consumers will want. We just need to wait and see what it comes up with.