Apple Said to Be Considering Augmented Reality for Car Driving System

Discussion in ' News Discussion' started by MacRumors, Nov 2, 2016.

  1. MacRumors macrumors bot


    Apr 12, 2001

    KGI Securities analyst Ming-Chi Kuo has released a new research report outlining why he believes Apple has shifted its focus from its original rumored car project in favor of augmented reality technology.

    According to Kuo, reports that Apple has turned its attention to developing a software-based autonomous driving system "make sense", given that the system will support augmented reality and provide an "innovative user experience".

    Kuo thinks the AR market will increase significantly in 2018 and will replace VR to become the mainstream market focus as Apple enters the field. Kuo predicts the AR and VR markets combined will grow from $40-50 billion in 2018 to $150 billion in 2020, with the majority increase coming from AR.

    Apple's increased interest in augmented reality is no secret. CEO Tim Cook has spoken about AR on a number of occasions over recent months, hinting that the company's approach to AR should encourage, not replace, human contact.

    In July, Cook said Apple was "high on AR in the long run" and that the company continues "to invest a lot in [AR]." He said he believes augmented reality "can be huge," and in August, he called it a "core technology", while in September Cook said he believes that between VR and AR, the latter "is the larger of the two," because it allows people to "be very present," engaging with one another while having other visual things to see.

    According to rumors, Apple has a research team working on augmented and virtual reality, exploring the AR/VR field and investigating how the company could embrace augmented or virtual reality in the future. Apple has reportedly built prototype virtual reality headsets, but Cook's continued comments on augmented reality indicate Apple is more heavily invested in that technology.

    Article Link: Apple Said to Be Considering Augmented Reality for Car Driving System
  2. Mac Fly (film) macrumors 65816

    Mac Fly (film)

    Feb 12, 2006
    The same Kuo who predicted an Apple-announced USBc MagSafe solution for the new MBP?
  3. Solomani macrumors 68040


    Sep 25, 2012
    Alberto, Canado
    VR headsets + automobiles = 400% increase in motor-vehicle deaths
  4. H2SO4 macrumors 601

    Nov 4, 2008
    I wonder if it’s the same augmented reality that Crook, Shill-er et al use when presenting keynotes?
  5. DakotaGuy macrumors 68040


    Jan 14, 2002
    South Dakota, USA
    Instead of trying to augment reality maybe they should augment their desktop Macs.
  6. apolloa macrumors G5

    Oct 21, 2008
    Time, because it rules EVERYTHING!
    So basically the same as everyone else is doing, I've seen this idea and system shown off by at least two car manufactures. Jaguar being one.
  7. newyorksole macrumors 68040

    Apr 2, 2008
    New York.
    It would be nice if Apple updates/tries to perfect their existing line of products before releasing a VR product or automobile.
  8. Bubba Satori Suspended

    Bubba Satori

    Feb 15, 2008
    Should be an incredibly magical experience on the EmojiCar.
    Stay Tuned.

  9. kazmac macrumors 604


    Mar 24, 2010
    Any place but here or there....
    The augmented realities are strong with this one. :confused:
  10. ftaok macrumors 603


    Jan 23, 2002
    East Coast
    Where can I get that steering wheel???? I want it!!!!
  11. apolloa macrumors G5

    Oct 21, 2008
    Time, because it rules EVERYTHING!
    So you lot get an idea of what they are on about...

    However this technology becomes utterly pointless when your car is driving itself.... so Kuo is essentially suggesting Apple is working on technology no one will use because the majority of car manufactures are developing self driving cars..
  12. tremlock macrumors 6502a


    Jun 16, 2008
    The Land of Cleves
  13. needfx macrumors 68040


    Aug 10, 2010
    macrumors apparently
    usb-c. not magsafe
  14. iapplelove macrumors 601


    Nov 22, 2011
    East Coast USA
    I'm already a bit sick of the Apple Car. And it doesn't even exist yet. Just a twinkle in Tim's eye.
  15. anthorumor macrumors 6502a

    Jun 16, 2009
    Sydney, Australia
    Site should be called, 'Rumors by Ming-Chi Kuo'.
    Sister site should be called, 'Ways in which Courageous Apple Can Innovate Anymore, My Arse.'
  16. Supermacguy macrumors 6502

    Jan 3, 2008
    I hope they don't try to force drive-by-trackpad or multitouch glass steering wheel or nonsense like that. Knobs and buttons forever!
  17. robjulo macrumors 65816

    Jul 16, 2010
  18. timber macrumors 6502a

    Aug 30, 2006
    After the evolution of the Music industry I think industry incumbents have become very weary of tech companies, not just Apple but Google as well.

    You can see that first hand in the Movies and TV industry and the way things have been developing.

    I doubt car manufacturers will want anything from outside. It will be a steep effort by Apple and to succeed they need to come up with something awesome.
  19. mejsric macrumors 6502a


    Mar 28, 2013
  20. StevenPG macrumors member


    Nov 1, 2012
    Apple's A/R will be more like adding CarPlay to other manufacturers self driving vehicles.
  21. MacBH928 macrumors 68040


    May 17, 2008
    They will have the courage to remove the brake pedals...
    its a 100 year old technology...
  22. 2457282 Suspended

    Dec 6, 2012
    For driving, heads-up displays have been around for a while, but have not shown to be that helpful. Heads-up is also used in fighter jets. I think that if it is well implemented AR can be a great add to a driving experience. But that too may be a transitional technology on the path to self driving. However, AR could still be useful even in self driving to provide information about the surroundings. The question is what is Apple really up to. THe seem to be abandoning older product lines line computers. Their commitment to laptops is muddled after the last release. So maybe they have decided to get into AR and cars as the future of the company. Who knows.....
  23. medazinol macrumors regular


    Jul 17, 2002
    An augmented reality projection system is something that Tesla is rumoured to be working on for the Model 3. Hirings and hints from Elon himself are pointing to this reality. Autopilot 2.0 hardware in every Tesla will allow for full level-5 autonomy as soon as late next year so this stuff starts to make sense given the direction they're going with the interior of that car (very spartan).

    Not sure how Apple can "productize" this type of technology if they're not going to make a car as they're not generally keen on licensing their tech to others.

    In case you want to see what is possible have a look at these videos of AR in car concepts:

  24. Urban Joe Suspended

    Mar 19, 2012
    I think safe autonomous cars are a long way off... remember the guy who died in his Tesla by over relying on its assited steering.

    I think it would be better to invest in high tech public transportation since to many people (including drivers) keeps their eyes glued to their touchscreen.

    Displaying any information or content, even if its transparent requires focusing on it and last I checked humans cant focus on two things at once. Therefore...anything besides speed/navigation/radio controls poses a serious safety risk.

    To all the jack-a$$es ...and there are way to many...that think they can screw with their phone and whiz in and out of traffic you're kidding yourself if you think you are not driving criminally wrecklessly. When you wreck your car and cause injury or death remember how stupid you were to think it was safe. And don't waste your time replying with some cheeky remark claiming your foolishness is justified. If you do it you're no better than a drunk driver....probably worse. My opinion is RIGHT and you are WRONG.
  25. BornAgainMac macrumors 603


    Feb 4, 2004
    Florida Resident
    Apple needs to focus on the reality that people want updated Macs. If I am not using a Mac, my choice of using an iPad, Apple Watch, Apple TV, Apple software and services, the future Car accessory, and the iPhone will diminish over time.

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