You could see it that way or you could see it as Mr Cook trying his best to send a signal to Wall St. that Apple have "amazing" products in the "pipeline" (that's his job).
Hiring smart people doesn't always result in a breakthrough product.
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HoloLens Inventor Avi Bar-Zeev Departs Apple's AR/VR Team
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Hiring smart people doesn't always result in a breakthrough product.
I regret that I have but one upvote to give.
This is exciting!! This is the ”next big thing” - not foldable phones.
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That isn’t as true as it used to be. I’ve been in the eyewear business for 14 years; currently as a Design Manager. The end costumers view of eyewear has totally changed during this time and is now considered an accessory first! No longer do you only have one pair of glasses, appearance is as important as comfort, teens and young adults buy glasses without prescription lenses just because of appearance!
Within the fashion industry, eyewear is the category with most potential.
If Apple can launch a product that taps into this market, sooner rather rather than later, they could have a tremendous hit on their hands. But it has to be a perfect mix between technology and fashion - a cross road that Apple successfully has owned in past year!
This truly is exciting!
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That isn’t as true as it used to be. I’ve been in the eyewear business for 14 years; currently as a Design Manager. The end costumers view of eyewear has totally changed during this time and is now considered an accessory first! No longer do you only have one pair of glasses, appearance is as important as comfort, teens and young adults buy glasses without prescription lenses just because of appearance!
Within the fashion industry, eyewear is the category with most potential.
If Apple can launch a product that taps into this market, sooner rather rather than later, they could have a tremendous hit on their hands. But it has to be a perfect mix between technology and fashion - a cross road that Apple successfully has owned in past year!
This truly is exciting!
Hololens and Magic Leap are widely used in the business and marketing areas. Nothing for the consumer or even "prosumer" really. Not to the level big business uses these products. HL and ML are toys for the big boys.
Why is that? High employee turnover is a BAD sign.
At least during the Gates era, the turnover rate at Microsoft has always been extremely low and the employees were very loyal to the company and even if they had to leave Microsoft for some reason, they always spoke extremely highly of the place. The "secret" always was that Microsoft cared for its employees and showed them appreciation. And in thirty years in the industry, I've never heard anybody else speak in such a high regard of their employer as Microsoft-employees usually do.
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I think they are more than just toys for the big boys -- there ARE real use cases for these devices. But I agree that those use cases barely exist in the consumer market, and Apple is a consumer company and doesn't understand the first thing about enterprise requirements. (Just look at their "solutions" for mass deployments of their products... I rest my case right there.)
There is no story for Apple to tell with VR, they don't have a product coming out.
You’re right. There is no VR product coming out. An AR product however, you’re asleep if you’ve missed all the cues. They’re already telling that story.
Exactly. I wear glasses to see and they’re often a pain in the tail and I can’t say I’ve ever had a pair that did anything for my looks, such as they are.
A lot of people actually endure the risks of surgery to avoid wearing glasses. Unlike watches, VR glasses would be more tricky to sell people on. A lot of the younger generation didn’t even want to wear any kind of watch to begin with. People love their smart phones.
Wonder if there's not a shakeup getting brewing within Apple's upper echelon.
in the last week we've seen 2 VP's leave. VP overseeing Siri and now VP overseeing AR/VR.
weren't there also rumblings about other VP's from other teams leaving? at least rumours of it? all now coming around the same time as financials that were less than expected.
lets keep watching this space.
in the last week we've seen 2 VP's leave. VP overseeing Siri and now VP overseeing AR/VR.
weren't there also rumblings about other VP's from other teams leaving? at least rumours of it? all now coming around the same time as financials that were less than expected.
lets keep watching this space.
And yet people have no qualms about wearing sunglasses to protect their eyes from the sun.
I think a case can be made for AR glasses to be marketing as augmenting one’s vision. Offer enough utility, and I believe people will be willing to wear a pair of glasses on their face even if they have perfect eyesight. Just like how people are now wearing Apple watches for the utility despite being able to already read the time from their smartphones.
The trick is finding that killer feature for AR. With the Apple Watch, Apple seems to have zeroed in on health. It took them a couple of years to discover that niche, but Apple got there, and I guess that’s what really matters.
This is where I believe Apple uniquely has an edge. They will do what Apple does best: take an emerging product category with a frustrating user experience and deliver a polished product made possible by its control over both the hardware and software.
AR glasses are inevitable.
Look Apple spent time and money developing an Apple TV device with a powerful processor while everyone just released a $25 dongle. Then Apple has done nothing with it for years. For All the time effort and money, Apple just runs over it with a truck, while capability-wise, it does nothing more than the dongles do but worse.
Ipad Pro, same story, amazing device, capable of running the old phone software like magic. Amazing CPU. Then for years and years Apple does nothing with it, just runs over it with a truck, streaming Netflix just as well as any discount Amazon tablet can.
Sooo....what do you think Will happen with all the AR stuff?
Ipad Pro, same story, amazing device, capable of running the old phone software like magic. Amazing CPU. Then for years and years Apple does nothing with it, just runs over it with a truck, streaming Netflix just as well as any discount Amazon tablet can.
Sooo....what do you think Will happen with all the AR stuff?
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You could be right. We shall see, I’m sure...no pun intended.
However sunglasses and what they do for us are a far cry from bombardment of the senses with AR information. We already have a lot of people who get sick looking at ordinary iPhone displays. I can stay in VR goggles for as long as I want but most people I know get very dizzy. We don’t really have AR glasses yet to know for sure but I suspect there will be problems for some people.
People are not homogeneous biological units. We vary widely in our reactions to many different kinds of stimuli.
People who have never had a migraine a day in their life now have issues with modern lighting. Aside from a bad reaction to a prescription, I never had a significant migraine problem until I reached my late 40’s, when incandescent lighting and regular tube TVs started going away and we entered the LCD and OLED world).
I know that having a lot of motion on the periphery of one’s vision can be very triggering for many migraine sufferers. On the thread about the iPhone displays causing eye strain and headaches and other debilitating symptoms, I saw posts from many people who never before had any known visual or neurological issues find to their shocked dismay that their iPhone displays were making them very sick.
Just because we can develop the technology doesn’t mean our bodies won’t reject it. Apple is fiddling around with people’s neurological systems here. Not just eyes. Vision encompasses eyes and brain working together in complex ways to process information. We evolved over thousands of years to have the kind of vision we have now.
And now companies would dare to suppose that consumers in one generation will adapt to technology that is very intrusive to that nature. That’s not as simple and as painless and as seamless as the technology visionaries would like to sell us on believing.
There are also many complex sociological impacts to be considered. Yet if there is significant money to be made, I don’t think they will be considered. That seems to be the way things go.
I’ve gotten very cynical that these companies care about our health except as a marketing tool. Heath care and saving lives is interesting to them because there is money in it. That is all.
If a financially lucrative portion of the population can and does buy into this AR lifestyle and the rest are sickened or negatively impacted in some other way (that still won’t result in successful lawsuits), then we will end up with another stratification in our society and another divide between people.
GOOGLE Maps. Google makes Google maps, Apple makes Apple maps. Google’s purchase of Keyhole is why Google Earth flies are .KMZ and .KML files (K standing for Keyhole).
lol! THANK YOU.
There are so many bitter, jaded, jack-off commenters on this site, it's REFRESHING to read a comment from someone GENUINELY excited about the future of technology and how Apple is going to be a part of it.
I'm super excited for AR as well, and I'm glad Apple has declared it their future already. They've made the right bets, lets see how they play out.
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Honestly, I hope apple releases a round version of the watch some day.
Without an actual proof, i would think the working environment is very tough. Over the years, MR had posted numerous articles about people leaving or getting fired...or perhaps getting poached. Or perhaps the company’s sense direction were detoured to another dimension. I doubt apple environment is nice and easy...it’s more like hell.
While what you describe certainly has a 'gee wiz' factor to it, the actual usefulness of those examples are extremely limited and in the end just gimmicks. (unless your view of the future has us all living in 10' x 10' communities). People don't go on Instagram to see photos of what is right in front of them nor do people want to wear virtual 'signage' advertising their availability in public.
In the somewhat further future, we'll all have neurological transceivers implanted directly into our brain stems by Facebook at birth. Information will be projected not onto our retinas, but directly into our thoughts. This will be far more efficient, and will allow advertisers and influence shapers to measure our reactions and tailor their messages much more effectively.
But don't worry! I'm assured that our neurological transceivers will be totally secure from unauthorized hacking, and I'm sure we'll be allowed to limit the barrage of commercial advertising and opinion-shaping to which we'll otherwise be constantly subjected… for an appropriate subscription fee, of course!
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I’m curious how old you are. Have you seen what kids put on Instagram and Snapchat about themselves? Older adults think what kids do today is insane, the older you are, the crazier you think they are. I’m 39 but I think I’m pretty lucky: I still keep an open mind and openly welcome change, though WTF is it with all this trap music kids are listening to today?
Having an AR dating app that shows others who are also in the app that they’re available is as acceptable as people listening themselves in Tinder. You wouldn’t be advertising your single status to everyone, just to those also doing the same.
I gave some examples off the top of my head and they may not be exact, but the next revolution of the internet is going to be merging it with the real world. It’s already happening. The killer apps of the next generation will be totally different than what the giants like Facebook and Google are offering today in a phone centric world. The next Instagram and YouTube has yet to be invented.
I get it. The difference is that most people feel comfortable behind the safety of their screens since they still have control over who can view their profiles, contact them, etc. It's a whole different thing to broadcast that you are single to other singles out in public. At that point you have minimal control over who you invite into your personal space.
Apologies, when I said VR I was using it sloppily for a combined term of VR/AR which Apple is not bringing out.
PS no one likes a smart ass
A month or so ago, I was talking to my family about by vision of how the Watch + Glasses + AirPods would meld, and it was similar to your message above. You extended the hardware idea out to a field-workable function, and bravo! This is indeed where we're going. Apple's insistence on privacy will conflict with some of that, but there is a workable area for it. I'm "looking" forward to it. (see what I did there?)