Apple's next breakthrough: Augmented Reality

Technology - Vinay Mishra - Mar 21,2017

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apple next breakthrough augmented reality

Apple is gearing up its staff with acquisitions and some high profile hires to help it dominate the next generation of gadgetry and keep people wedded to its devices.

Apple is seriously considering to include augmented reality into its business domain. Apple has gone on board with its ambitious bid to bring this technology to the people. With increasing popularity of AR, Apple wants to and keep people wedded to its devices and to dominate the next generation of gadgetry.

Apple has plans to add Augmented Reality features to the iPhone that could connect to an iPhone and beam content like maps and movies and also launch a pair of smart spectacles.

Apple CEO once said, we will all "have AR experiences every day, almost like eating three meals a day. It will become that much a part of you."

Making a further push into the AR, Apple has reportedly brought together a team of experts specializing in augmented reality technology, including camera sensors, 3D video creation, and portable tech hardware. This group reportedly includes Mike Rockwell, who previously led new technologies and hardware team at Dolby as well as Cody White, formerly engineer for Amazon's VR platform.

Besides hiring new staff, Apple is also making tactical acquisitions. The company acquired Metaio in 2015, which developed AR software. Former Metaio CEO Thomas Alt now works with Apple's strategic deals team, which decides which technologies to invest in. Last year, Apple also acquired FlyBy Media, which makes AR-related camera software. Cook even visited Magic Leap office last year and showed interest in the company's AR technology,

Apple's AR desires is not a total surprise. During the last month alone, Apple patented its augmented reality maps, facial recognition, a headset, and a new camera software.

The global market for AR products will increase by 80 percent to $165 billion by 2024. Augmented reality, which lets viewers superimpose graphics onto images has become a massive hit with Snapchat.