Bloomberg: Apple Could Add AR Bonus Content to Apple TV+ Shows in 2021

[MacRumors]

Apple plans to add bonus augmented reality content to its Apple TV+ streaming video service, according to a new report today by Bloomberg's Mark Gurman.

The new feature is said to take aspects of scenes in a TV show, such as characters or objects, and display them on the viewer's iPhone or iPad so they can be seen as if they existed in the user's surrounding environment.

For example, someone watching a moon-walking scene in the Apple show "For All Mankind" might be able to see a virtual lunar rover on their device’s display, seemingly perched atop their living room coffee table. The option would serve as bonus content akin to the director commentary or trailer that accompany a movie download and would be accessed from Apple's TV app on the iPhone or iPad.

The AR feature is expected to debut next year, ahead of an Apple headset in 2022 that will be built around augmented and virtual reality, said the people, who asked not to be identified because they weren't authorized to discuss the plan publicly.

Gurman says that Apple intended to release the AR feature for Apple TV+ later this year, but the impact of the global health crisis pushed back the launch. Gurman's sources also cautioned that Apple could decide to ditch the plan entirely.

According to Bloomberg and other sources, Apple will debut laser-powered time-of-flight 3D cameras in its upcoming iPhone 12 lineup that promise significant improvements to AR experiences‌. The cameras are thought to be similar to the LiDAR Scanner feature that Apple added in the 2020 iPad Pro models. AR remains chronically underused, however, because Apple currently only offers two of its own AR features – Animoji and the Measure app – and relies on third-party app developers to provide additional AR utilities and experiences using its ARKit framework.

Looking further ahead, multiple rumors point to Apple's augmented reality headset being released in 2022, and a recent report claimed Apple and Foxconn have reached a key milestone in the development of the long-rumored AR headset, with the semitransparent lenses for the device moving from prototype to trial production.

An earlier report from Bloomberg's Gurman indicated that Apple's AR and VR projects have been hampered by internal divisions over whether Apple should emphasize graphics and processing power in a design that would connect wirelessly to a nearby hub or a more personal approach with lesser capabilities but which can be contained entirely within the headset.

Apple is said to have multiple AR and VR projects in the works beyond the initial headset, known by the code name of N301, with a sleeker pair of AR glasses known as N421 that could launch in 2023. For everything we know on Apple's AR/VR plans, be sure to check our dedicated roundup.


Article Link: Bloomberg: Apple Could Add AR Bonus Content to Apple TV+ Shows in 2021

 

[Duncan-UK]

All of which seems designed to pull the viewer away from the programme as opposed to immersing them in it. It sounds like a dreadful gimmick dreamed up by a marketing team desperate to justify their existence.

AR is a solution desperately looking for a problem.

 

[ArtOfWarfare]

Remember yesterday when I said if you wanted to make a company that beat Apple I said you needed to make an AR product with useful killer apps that beat back soulless crap from Apple, Google, and Microsoft?

This is the soulless crap I was talking about. Apple isn’t in it because it’s a good idea - they’re in it because they don’t have a clue what to do with AR. They’re in this field waiting for someone else to show what to do, then they’ll try copying. Remember to lawyer up when you start your company - you’ll want investors with deep pockets to help you fend off Apple.

 

[ridgero]

A potential feature for the new Apple Glasses

 

[Jony Ive and Co.]

because Apple currently only offers two of its own AR features – Animoji and the Measure app

Don't forget the apple website where you can see the latest devices in AR too

 

[DelayedGratificationGene]

All of which seems designed to pull the viewer away from the programme as opposed to immersing them in it. It sounds like a dreadful gimmick dreamed up by a marketing team desperate to justify their existence.

AR is a solution desperately looking for a problem.

I think when it’s all said and done we will have another Apple Game Changing Product. Innovation at its best.

 

[sence]

Remember yesterday when I said if you wanted to make a company that beat Apple I said you needed to make an AR product with useful killer apps that beat back soulless crap from Apple, Google, and Microsoft?

This is the soulless crap I was talking about. Apple isn’t in it because it’s a good idea - they’re in it because they don’t have a clue what to do with AR. They’re in this field waiting for someone else to show what to do, then they’ll try copying. Remember to lawyer up when you start your company - you’ll want investors with deep pockets to help you fend off Apple.

I think they know exactly what to do and that is the reason it has been taking so long. Remember that Apple is a tool maker not a content maker, thats why AppleTV+ will crash and burn.

 

[Marbles1]

Apple keep banging on about AR and VR and graphics performance, and yet consistently fail to get quality 'big name' games on their platforms.

What do they intend their big apple glasses product to be used for?

Their bland TV offering has no value.

 

[Ar40]

This is for the new AR Apple glasses. A standard viewer wouldn't hold his phone up to his TV just for the heck of it. Way too clunky.

But, with the AR glasses, I can see this as being a cool little bonus for Apple Glasses and TV+ integration. I feel like the glasses will be announced with the new iPhone in October.

 

[smaffei]

Sounds like one of those old Hollywood gimmicks like "Smell-O-Vision" or "Sensurround."

When your content stinks give them a gimmick. For example, most of the movies that incorporated Sensurround were pretty lousy films.

"The success of Star Wars over Rollercoaster in the middle of 1977 demonstrated to theater operators the limits of Sensurround as a guarantor of audience draw" - Sensurround entry, Wikipedia

You don't see Disney+ needing to offer a gimmick to get 60+ million users. Offer great content at a fair price. It's that simple.

 

[4jasontv]

Sounds like a way to motivate repeat viewings. Watch a show and then go back and rewatch it with AR looking for cool bonus content. It’s a clever idea. of course it’s a gimmick, but so are behind the scenes features and concept art that used to be on DVDs.

 

[4jasontv]

You don't see Disney+ needing to offer a gimmick to get 60+ million users. Offer great content at a fair price. It's that simple.

No, they gave away subscriptions to get there. I would be pretty upset if they added gimmicks to the D+ app considering it’s a buggy mess that doesn’t do basic feature correctly yet.

 

[4jasontv]

This is the soulless crap I was talking about. Apple isn’t in it because it’s a good idea - they’re in it because they don’t have a clue what to do with AR.

People said this about the iPhone, iPad, and then the Apple Watch.

 

[-DMN-]

cool story...anybody remember 3D TVs and demo glasses at Best Buy??

 

[Ar40]

Sounds like one of those old Hollywood gimmicks like "Smell-O-Vision" or "Sensurround."

When your content stinks give them a gimmick. For example, most of the movies that incorporated Sensurround were pretty lousy films.

"The success of Star Wars over Rollercoaster in the middle of 1977 demonstrated to theater operators the limits of Sensurround as a guarantor of audience draw" - Sensurround entry, Wikipedia

You don't see Disney+ needing to offer a gimmick to get 60+ million users. Offer great content at a fair price. It's that simple.

Except Apple's content doesn't stink. Disney+ doesn't need to offer bonuses like this because they have a massive back catalog. Apple doesn't have that luxury, so they are adding this to artificially inflate the limited TV+ offerings.

So, the motivation is quantity, not quality. Because Apple has put out some serious bangers, with only a handful of duds.

 

[MacStreamer]

No, they gave away subscriptions to get there. I would be pretty upset if they added gimmicks to the D+ app considering it’s a buggy mess that doesn’t do basic feature correctly yet.

Unlike ATV+ people actually pay for Disney+. I’m not sure anyone is actually paying for ATV+ since they give it away like Halloween candy.

 

[Ar40]

Unlike ATV+ people actually pay for Disney+. I’m not sure anyone is actually paying for ATV+ since they give it away like Halloween candy.

I paid for it. I plan on using my free year if the promotion is still available when the new Apple TV comes out later this year.

 

[sentiblue]

Does anybody notice that inside the astronaut's head gear there's a reflection of the china flag?

 

[vmistery]

Hm, I don’t think indicates the content being a part of the show just add on content. I for one would love to have a closer look at the moon base and geography of the moon with the tech. Not essential but I think it’s more interesting than people give it credit for yet. Could it be naff? Sure but it could also be interesting like the making of films can be

 

[Ar40]

Does anybody notice that inside the astronaut's head gear there's a reflection of the china flag?

That's the soviet flag. The China flag is similar but not this one.

 

[MacStreamer]

Disney Plus Hits 50 Million Subscribers

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[Ulfric]

AR is a solution desperately looking for a problem.

It isn't true, at least not for Microsoft. But also it really makes sense why they haven't launched it for the consumers.

Some of their client list for Hololens are impressive like NASA, US military, Panasonic, Airbus, Mercedes Benz USA, Toyota, Chevron etc.

 

[satchmo]

Admittedly, I've not seen the true benefits of AG for everyday users. It has always seemed to be for those in the interior design space.

However, this news is intriguing. By bringing AG into AppleTV+, there are some interesting possibilities. For instance, in a murder mystery, it could allow closer inspection of evidence in 360 degree. Perhaps users can determine outcomes based how they interact with objects.

If done right, and they can weave interactivity into the plot, it could herald a new wave of storytelling.

 

[smaffei]

No, they gave away subscriptions to get there. I would be pretty upset if they added gimmicks to the D+ app considering it’s a buggy mess that doesn’t do basic feature correctly yet.

Like Apple didn't give away subscriptions?!? Almost ALL of Apple TV+'s subscriptions were given away free.

In fact, if you got Disney+ via Verizon service or the purchase of a new LG TV, Disney+ got some money from those companies for the subscriptions (not full price for sure, but some money). All of Apple's Apple TV+'s giveaways came directly out of Apple's own pocket, no payback at all.

Get back to me in November / December when people start dropping those Apple TV+ subs when they are no longer free.

 

[smaffei]

Except Apple's content doesn't stink. Disney+ doesn't need to offer bonuses like this because they have a massive back catalog. Apple doesn't have that luxury, so they are adding this to artificially inflate the limited TV+ offerings.

So, the motivation is quantity, not quality. Because Apple has put out some serious bangers, with only a handful of duds.

Every show that Apple has, save for "Snoopy in Space," has scored under 75% on Rotten Tomatoes. Not exactly banging. Disney+'s premiere show "The Mandalorian" has a rating of 93% and "Hamilton" (which was out there for anyone to snag, but Disney thought of it) got 98%. But, keep telling me about quantity over quality.