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Apple is looking to create an "entirely new application paradigm" for augmented and virtual reality according to a new job listing, highlighting the company's growing ambitions in the AR and VR space as it ramps up the development of its next-generation products.

ipad_augmented_reality.jpg

The job posting initially shared by Hayden Lee, an AR/VR software engineering manager at Apple, describes Apple as looking for an AR/VR framework engineer. The job description states that Apple is seeking a candidate to help build an "entirely new application paradigm."

The role will include "working closely with Apple's UI frameworks, Human Interface designers and system software teams" in building out Apple's augmented and virtual reality experiences. "This role will push you to think outside-the-box, and solve incredibly ambitious and interesting problems in the AR/VR space," the job listing adds.

Following years of research and development, Apple is expected to release its first AR-focused device in 2022. The device, likely to come in the form of a headset, will be Apple's first major push into the increasingly vibrant AR and VR space. The company's first headset is not expected to be a mainstream hit at first, with credible reports suggesting it will remain a niche product aimed largely at developers for media consumption, communication, and gaming.

Further down the line, Apple plans to release augmented reality glasses. These glasses, unlike the headset, will be in a smaller form factor and are likely to appeal more to the masses. "Apple Glasses" are expected to debut by 2025 at the earliest, with the second generation of Apple's AR headset now rumored to launch in 2024.

Article Link: Apple Looking to Create an 'Entirely New Application Paradigm' for AR and VR
 

contacos

macrumors 68020
Nov 11, 2020
2,135
8,205
Mexico City living in Berlin
I still wonder what the use case will be? B2B? Industry? Hospitals? Apple can barely fill the gaming sector on Arcade.

So far AR, VR or whatever only seems to fill a need that wasn't even there in the first place.

Personally I have yet to use LiDAR on my iPhone
 
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SilverWalker

macrumors member
Jun 7, 2021
40
56
AR is where it is at.
Walk into a store. Look at items on the shelves. Eye tracking knows what you are looking at. HUD displays the price of the product, how often you buy the product. If you buy the product often and have run out at home, a reminder might pop up and indicate how many items would be worth purchasing (based on your purchase history).

You pick up a pack of biscuits, instantly the ingredients list pops up (no more impossibly small ingredients lists on packages).
If you are someone with allergies it can warn you if their are ingreients that might cause you a problem. Perhaps even indicate a similar item that does not have something you are allergic to.

As you scan the isles looking for something, the system notices you are searching - prompting you to indicate what you are looking for. You say 'cheese', and a pop up on the display shows 'isle 14' with an arrow indicating the direction to head in.

All pricing labels, paper notices, stickers etc will all dissappear.
As a store owner - when there is need to change the price of something - change it in the system and you are done. No meed to update signs or anything - customers see the new proce via their AR immediately.
Add a new product to shelves, same story.

Repairing something - HUD shows which screws to remove next, their type and size by highlighting them on the item you are looking at using AR. Complete a step and it shows you the next step.
Diagnosing a hardware problem, status shows on the HUD.

It goes on and on, and it is all AR. VR might be 'cool' or useful in training, but I really think AR is where it is at.

The biggest issue is to have a data interchange format that all AR devices support, image recognition that works, and the ability for people to easily create AR resources such as a repair guide for a peice of hardware, or a map of a store and where items are on shelves. The likelyhood that AR itself could be used as a tool for inputting this data in the first place is immesly high. Walk around your store amd it creats a map, look at shelves and it picks up on products and where they are located. No need to type all this data in, making it easy for people to start using in the first place.
 

throAU

macrumors 604
Feb 13, 2012
7,992
5,848
Perth, Western Australia
I still wonder what the use case will be? B2B? Industry? Hospitals? Apple can barely fill the gaming sector on Arcade.

So far AR, VR or whatever only seems to fill a need that wasn't even there in the first place.

Personally I have yet to use LiDAR on my iPhone
AR has helped us massively in the pandemic - we can avoid weeks of downtime on equipment due to inability to fly a specialist to site.

Instead, we've been using HoloLens and remote assistance to guide the on site fitter/mechanic.

When your machine costs 10-100k per hour it is down, getting a diagnosis or fix hours, days or weeks earlier is a MASSIVE win.

Just because YOU have no application for it, doesn't mean there are no applications for this tech. People are using it TODAY to solve real problems.

I can't wait to see what Apple do with this. because even in the janky, half-assed state that Microsoft's offering is, it is useful already.

I'm sure Apple's implementation, when it finally drops, will be far better.
 

darkus

macrumors 6502
Nov 5, 2007
293
81
People are going to look back at our talk of phone, internet addiction and screen time talk and think about how cute that concept was.

This is going to unleash addiction and associated social mayhem on a level you would never imagine.

Looking back, 2016-2021 are going to seem like periods of calm and normalcy compared to the insanity we are going to have to deal with.

**** all these ****** immoral nerds who come up with newer and better ways to addict the mass of idiots out there
 

metapunk2077fail

macrumors 6502a
Oct 31, 2021
634
838
The only thing that interests me is AR dresses glasses.

VR will result in the world's first trillion dollar law suit for repetitive strain injury of user's necks. It's simply not something that people should use for hours every day for years.

Hopefully it will be Facebook getting that lawsuit. They already deserve much much worse.
 
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Jason111001

macrumors member
Aug 29, 2016
51
117
Denver, CO
I still wonder what the use case will be? B2B? Industry? Hospitals? Apple can barely fill the gaming sector on Arcade.

So far AR, VR or whatever only seems to fill a need that wasn't even there in the first place.

Personally I have yet to use LiDAR on my iPhone
This is said for nearly every new advance in tech.. and I am pretty sure you have used LiDAR on your iPhone but don't realize it.
 

diego.caraballo

macrumors 6502
Oct 18, 2013
397
988
Apple seems to be developing with more focus on general users than business, as a previous MR article says: "First Apple Mixed Reality Headset Rumored to Focus on Gaming, Media, and Communication"

They expect to sold around 3M of the v1 and around 10M of v2. Not massive by any means and we are talking 2022-2023 or even 2023-2024.

I remember the Lego AR demo on WWDC 2018, high expectations and I believe that it was never launched.
Is clear that AR through the iPhone never worked, even with the LiDAR add-on. It's fun for a few moments but that vanish quickly. And you are challenged to find AR apps on the App Store.

VR, Metaverse, 3D something...all of those technologies failed to accomplish something in the past. Besides specific uses (like the Hololens example that a previous poster mentioned) it's hard to imagine it being successfully.

The one thing that I can see to be a possible hit is an AR headset the same size/weight that a pair of prescription glasses to receive notifications, directions and additional information about a product and maybe a mode to turn it to a video player. But it also will compete with other very profitable Apple products, like the Watch or even the AirPods if they have sound built-in.
 

MacsRgr8

macrumors G3
Sep 8, 2002
8,056
1,354
The Netherlands
Wishing for great things here!
AR & VR seem to be areas where a "killer application" is looming...

I just hope things will not get over-hyped before releasing the product (like Apple TV... "I think we've cracked it", and the current AR for the masses application... not much more out there than sky-gazing, Pokemon and IKEA app)..
 

Danoc

macrumors 6502a
Mar 28, 2011
547
978
I am curious to see if Apple is going to be very serious about gaming for once (1). Because you need a killer app, and I don't see anything other than gaming for now for this type of AR device (2).

I expect Apple designers to prove me wrong, on (1) or (2). Or both.
 
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satchmo

macrumors 601
Aug 6, 2008
4,357
4,696
Canada
This killer app has been sorely missing since day one. AR has been mostly a niche feature for a small set of users.
 

mrothroc

macrumors member
Jan 3, 2012
79
73
San Francisco, CA, USA
Interesting comments here calling for a "killer app".

An anecdote: I was watching a presentation at a large mobile phone conference (GSM World, maybe) just when mobile internet was becoming available. Everyone was looking for the "killer app" that would make it take off. The presenter said "You're all looking for the killer app, but the killer app for mobile phones is voice!" The entire audience, many hundreds of mobile professionals, gave a standing ovation at that comment.

That was the view of professionals back then, and they completely failed to understand the usefulness of data on the phone. They couldn't envision anything beyond incremental progress. Look at what we have now, and realize that there is no single "killer app" for VR/AR. Entire industries will be created, and we have no idea what they will be from our perspective of today. Don't make the mistake of the phone people.
 

hagjohn

macrumors 65816
Aug 27, 2006
1,445
2,996
Pennsylvania
Honestly, I do not even have the slightest interested in VR or glasses or anything like that. I would rather have Apple to fix bugs in their existing products.
 
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Le0M

macrumors 6502
Aug 13, 2020
450
679
I truly hope Apple will blow our minds with this headset.
I'm especially curious to find out what they designed to be the input method.
 

contacos

macrumors 68020
Nov 11, 2020
2,135
8,205
Mexico City living in Berlin
AR has helped us massively in the pandemic - we can avoid weeks of downtime on equipment due to inability to fly a specialist to site.

Instead, we've been using HoloLens and remote assistance to guide the on site fitter/mechanic.

When your machine costs 10-100k per hour it is down, getting a diagnosis or fix hours, days or weeks earlier is a MASSIVE win.

Just because YOU have no application for it, doesn't mean there are no applications for this tech. People are using it TODAY to solve real problems.

I can't wait to see what Apple do with this. because even in the janky, half-assed state that Microsoft's offering is, it is useful already.

I'm sure Apple's implementation, when it finally drops, will be far better.
I literally mentioned industry or B2B as an example though
 

Detektiv-Pinky

macrumors 6502a
Feb 25, 2006
841
174
Berlin, Germany
AR is where it is at.
Walk into a store. Look at items on the shelves. Eye tracking knows what you are looking at. HUD displays the price of the product, how often you buy the product. If you buy the product often and have run out at home, a reminder might pop up and indicate how many items would be worth purchasing (based on your purchase history).

....
Why even walk into a store in the first place? It seems to me like the 'faster horses' of Henry Ford.
 
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metapunk2077fail

macrumors 6502a
Oct 31, 2021
634
838
Why even walk into a store in the first place? It seems to me like the 'faster horses' of Henry Ford.

Because people like to go to shops. It's not healthy to sit at home and wait for some underpaid slave to deliver everything to you while some Wall Street Silicon Valley bag of **** makes a commission from each delivery.

Aside from that, Apple Stores and other shops will probably go back to invite/appointment only soon as omicron spreads fast.
 
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citysnaps

macrumors G3
Oct 10, 2011
9,188
17,973
I truly hope Apple will blow our minds with this headset.
I'm especially curious to find out what they designed to be the input method.

Tiny video cameras on the device (imo, glasses) the user wears. And perhaps a microphone or two.
 

panjandrum

macrumors 6502a
Sep 22, 2009
629
779
United States
I still wonder what the use case will be? B2B? Industry? Hospitals? Apple can barely fill the gaming sector on Arcade.

So far AR, VR or whatever only seems to fill a need that wasn't even there in the first place.

Personally I have yet to use LiDAR on my iPhone

I can see a LOT of great uses for a pair of AR Glasses with high-enough performance and good battery life: For example, imagine dark enhancing mode; incredibly useful for persons with reduced night vision (i.e. everyone past age 30 or so). A contrast-enhancing mode would be useful for persons doing snow-sports, as grey-days create very poor (even dangerous) visibility; that's why you see the blue-dye being used on the snow in competitive events; otherwise in the wrong light the athletes may be literally unable to see things like drops and moguls. Properly designed AR glasses might have a wider field of view also; imagine a person who has lost one eye being able to increase their field-of-view back to something closer to having both eyes (useful for driving, etc.) There are also a lot of partially-blind persons who might greatly benefit from good AR glasses.

On the other hand, other forms of AR (i.e. traditional HMD with cameras in the front) would not be of the same usefulness, and we are probably a LONG way away from excellent AR Glasses.

VR. I love it. What can I say? I've invested a lot in it and good VR is amazing once you get your VR legs. It will be interesting to see what Apple will do here, because they've got a LOT of catching up to do. I hope they succeed, but I don't know how they will break into this market. I mean, I'm pushing 90hz to an HMD with 4K native resolution per eye and 170 degrees horizontal FOV. I've got force-feedback racing sim equipment and just so much other Windows-only stuff. Apple's completely ignored this segment for so long that it's going to be a massive, almost impossible, task to break into it IMHO.
 
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