Apple Reportedly Has Small Team Working on Augmented Reality Projects

Discussion in ' News Discussion' started by MacRumors, Mar 18, 2015.

  1. MacRumors macrumors bot


    Apr 12, 2001

    Piper Jaffray analyst Gene Munster claims in a note to investors that Apple has a small team working in and exploring the augmented reality field. Munster believes that while augmented reality is still a decade away from broader consumer adoption, Apple is preparing for the next evolution in computing and will be able to offer fashionable wearables that people will actually want to wear.
    Google Glass is perhaps the most notable example of a wearable that, while revolutionary in many aspects, created some uncomfortable situations for those wearing the device in public. Glass Explorer Edition was quick to be banned from several public establishments, including movie theaters, casinos, restaurants, hospitals, sports venues, schools, banks and more due to its ability to discreetly take photos and record videos.

    Munster remains skeptical about whether Apple's focus on augmented reality will result in a future product, as it is common for the company to research and develop new products and technologies that are never released to the public. Munster also has a less than impressive track record at divulging Apple's upcoming plans, so his predictions should be treated with a proverbial grain of salt.

    Apple began allowing developers to release augmented reality apps on the App Store nearly six years ago, such as Google's mystery game Ingress. Apple also began exploring augmented reality for Maps in 2011, corroborated by a March 2014 report claiming that the iPhone maker still plans to add augmented reality features to Maps. Based on Munster's comments, Apple appears to remain interested in the field.

    Article Link: Apple Reportedly Has Small Team Working on Augmented Reality Projects
  2. tevion5 macrumors 68000


    Jul 12, 2011
    To enable people to live in a reality where the Apple Watch is worth buying.
  3. Z400Racer37 macrumors 6502a

    Feb 7, 2011
    iGlasses? lolz #

    I hope they figure out a way to make custom sized OLED lenses together with custom frames... ######
  4. samcraig macrumors P6

    Jun 22, 2009
    I look forward to Apple releasing their augmented reality hardware and everyone debating who did it first, who made it popular and who makes the most money off of it.

    Oh good times lie ahead, MR.
  5. LordVic macrumors 603

    Sep 7, 2011
    yes! get on it! I love the very concept of AR! So excited for Microsoft HoloLens, The more companies working on this sort of tech the better for all our futures!

    Just don't make this "for iPhone only"
  6. BMcCoy macrumors 68000


    Jun 24, 2010

    I would hope/expect that Apple have small teams working on lots of tech projects...

    Doesn't mean they will ever see production as an Apple product.
  7. AppleScruff1 macrumors G3


    Feb 10, 2011
    I think there are already some who live in an Apple augmented reality. :eek::D
  8. PRSGuitarist macrumors member

    Jul 26, 2013
    Wichita, KS
    Hm.. My glasses must have some of this functionality built in, because I already live in that world.
  9. iamkarlp macrumors regular

    Oct 15, 2008
    Assuming the article is correct... I'm glad they have no intentions of doing anything soon and they aren't aggressively pushing for anything either.

    Google released far-to-early in the product development lifecycle, as I believe they are coming to readily admit.

    Microsoft has a very interesting product, however both it's strength and weakness is that it is not intended for general every-day use so much as a tool to solve specific problems at both home and work.

    It's a space that will likely take another 4 to 5 years to even understand, much-less design a marketable product for.

    Patience is a virtue.

    Karl P
  10. FieldingMellish Suspended

    Jun 20, 2010
    First give me a map that gets me where I want to go. Then augment reality all you want.
  11. DaveN, Mar 18, 2015
    Last edited: Mar 18, 2015

    DaveN macrumors 6502a


    May 1, 2010
    So with Google you are a gl*******. If Apple does the same thing would you be an apphole or an ihole? I don't see them doing a Google glass-type product. Maybe something like a VR headset but not Google Glass.
  12. samcraig macrumors P6

    Jun 22, 2009
    They are already providing you alternative reality - this is just a slight word change!
  13. AppleScruff1 macrumors G3


    Feb 10, 2011
    Without early releases and taking chances things would seldom get off the ground. There are always pioneers.
  14. LordVic macrumors 603

    Sep 7, 2011
    I'm not entirely sure thats true. Microsoft has been showcasing HoloLense in use with Minecraft, implies to me they have more everday uses in mind (whether or not it materializes that way).

    And a birdy tells me to expect them to dive full on with the project.
  15. cambookpro macrumors 603


    Feb 3, 2010
    United Kingdom
    Genuinely stopped reading there.
  16. winston1236 macrumors 68000

    Dec 13, 2010
    A better article would be which company isn't working on an Augmented Reality something these days.
  17. DevNull0 macrumors 68020

    Jan 6, 2015
    And a web browser that doesn't crash 22 times a day would be nice. At this point I'd be happy if they could make one for iOS or OSX is both is too much to ask.

    They keep spreading the R&D all over the place when their core products are turning to crap.
  18. lewisd25 macrumors 6502a

    Jul 6, 2007
    Augmented reality won't be successful if the user has to wear a device on their head. When the day comes that a computerized system could be small enough to be integrated into contact lenses...only then will augmented reality take off.
  19. troop231 macrumors 603

    Jan 20, 2010
    I want Augmented Reality Distortion Field. Would be great for business and product pitches at meetings. :p
  20. TheSlush macrumors 6502a


    Mar 28, 2007
    New York, NY
    At a quick glance, seeing an article titled "Apple has team working on…" with a picture of Google Glass next to it just makes me throw up a little in my mouth.
  21. 8CoreWhore macrumors 68020


    Jan 17, 2008
    Big D
  22. brianvictor7 macrumors 65816


    Oct 24, 2013
    United States
    We all know this is coming. Question is how fast?
  23. Piggie macrumors G3


    Feb 23, 2010
    Don't agree.

    That's like saying Pong / Space invaders will never be popular until Crysis comes out.
    You own, use and enjoy whatever the technology of the day allows.
  24. D.T. macrumors G3


    Sep 15, 2011
    Vilano Beach, FL
    I'd say that Google - by design - lightly stepped into this space knowing they were ahead of any critical mass, it was a tech trial more than anything.

    Definitely. We've had conversations with MS, Sony, Oculus, and they are full-steam-ahead. The hardware is looking amazing too: major players and even "smaller" companies building some VR/AR gear that is pretty mind blowing (a number of NDAs prevent any specific disclosure on my part, just think glasses vs. goggles, massively increased rendering power in a highly reduced package size).

    If anyone attended GDC this year, it was pretty clear the amount of momentum in the VR space (heading towards consumer adoption).

  25. lowercaseperson macrumors 6502

    Oct 5, 2006
    While I understand the sentiment, it is extremely easy to "discreetly" take photos and videos on any phone these days. Put your phone in a chest pocket and add just about any smart watch and there you have it.

    Obviously the reason it's banned is because it freaks people out having such a blatant camera visible - it's interesting to me the way so many people/companies justify if nobody ever discreetly takes video with their iPhone...:rolleyes:

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