Longtime iPhone Executive Named New Head of Augmented Reality Marketing

[Glockworkorange]

The cellphone market was "mature" for more than 15 years prior to iPhone's release.

"AR tape measurement is a nice gimmick but no one is going to use it for anything serious unless they want their furniture making,..."

I think it's best to try and see/think beyond the trivial.

Can we agree AR hasn’t lived up to the hype on the phone? Is that unreasonable?

 

[citysnaps]

Can we agree AR hasn’t lived up to the hype on the phone? Is that unreasonable?

So far. Sure. And it will likely never reach iPhone's level.

Just remember that MP3 players were available for many years before the iPod. Same is true with iPhone. And Apple Watch, though not to the same level.

AR is still very much in its infancy. And ripe for disruption.

 

[Glockworkorange]

So far. Sure. And it will likely never reach iPhone's level.

Just remember that MP3 players were available for many years before the iPod. Same is true with iPhone. And Apple Watch, though not to the same level.

AR is still very much in its infancy. And ripe for disruption.

You might be correct, but the tech was hyped endlessly by Cook during his press junket for iPhone X and iPad to a lesser extent.

On the phone, it has been a disappointment when viewed in light of its marketing. I don’t think it can be argued otherwise with a straight face.

 

[citysnaps]

You might be correct, but the tech was hyped endlessly by Cook during his press junket for iPhone X and iPad to a lesser extent.

On the phone, it has been a disappointment when viewed in light of its marketing. I don’t think it can be argued otherwise with a straight face.

Of course it was hyped up. That's his job. Assuming you want get developers on board to pursue AR possibilities on Apple's platform. And of course Apple has their internal development.

Again, it's still very early. You're really expecting huge breakthroughs in a year's time?

 

[DeepIn2U]

Pierce Brosnan.

Thank you. Was wondering why I was unable to find it.

 

[A MacBook lover]

I'm referring to the iPhone hype specifically; not future product development.

But sure, stay nasty.

iPhone Blockchain hype? iPhone AR hype? Still thinking shorterm

 

[Michael Scrip]

Pierce Brosnan.

Yes... Pierce Brosnan was in Lawnmower Man.

But the earlier comment mentioned Michael Douglas who was also in a film featuring VR technology. It was called:

Disclosure

 

[frou]

Head of AR marketing:

WE'RE GONNA NEED SOME MORE BIG EMPTY TABLES!

 

[skin88]

The world holds its breath.

 

[Biu_miu]

 

[YaBe]

Is he going to be leading efforts in marketing Apple products using augmented reality or will he be marketing the benefits of using augmented reality to other marketers using Apple’s ad platform (iAds)?

iAds has been shut down i think in 2016...

But might be only the app version of it, not sure

 

[H2SO4]

I don’t know how everybody has missed it.
It’s not just augmented reality he’s heading up, this will be the new hardware for Distortion reality.
They finally nailed it. Jobs would be proud.

On a serious note. All companies should be pushing this. Who cares if the first ones are bad like others are saying. Who designs a perfect product first time?
Certainly not Apple.

 

[Glockworkorange]

Of course it was hyped up. That's his job. Assuming you want get developers on board to pursue AR possibilities on Apple's platform. And of course Apple has their internal development.

Again, it's still very early. You're really expecting huge breakthroughs in a year's time?

I was hoping for at least one iPhone app to match Tim Cook’s rhetoric. Again, I don’t think it’s unreasonable to expect that after the wave of hype.

I think saying my opinion is “short sighted” is fair only if we are taking outside the context of iPhone. I am very much aware these technologies are setting the stage for future products. I get that. But that is not what was sold. We were sold imminent breakthroughs in iOS 11 and we did not get that. Saying Cook was correct because of what is coming down the road is disingenuous.

 

[AlumaMac]

What else did QuickTime do?

Quicktime used to be very powerful. You could create full interactive experiences that incorporated various 'VR' media to provide product or facility tours. You could even re-skin the quicktime player. You could also run Flash from within Quciktime. I used it a lot back in the early 2000's to create interactive real estate presentations.

 

[tridley68]

Best of luck to him in his new position hope we see good things to come.

 

[citysnaps]

I was hoping for at least one iPhone app to match Tim Cook’s rhetoric. Again, I don’t think it’s unreasonable to expect that after the wave of hype.

I think saying my opinion is “short sighted” is fair only if we are taking outside the context of iPhone. I am very much aware these technologies are setting the stage for future products. I get that. But that is not what was sold. We were sold imminent breakthroughs in iOS 11 and we did not get that. Saying Cook was correct because of what is coming down the road is disingenuous.

I don't recall being sold on imminent breakthroughs. ARKit has been out about a year; ARKit 2, about six months. There are simple apps out there. But expecting original iPod/iPhone-like breakthroughs in a year is unreasonable and a misinterpretation of what was said.

iPhone X has been out a little more than a year. And if you recall, Cook touted the phone as being a view into future technologies Apple would be pursuing going forward. Such as AR.

The 3D true depth-mapping laser assisted front-facing camera on iPhone X is an outstanding example of the above and an amazing piece of miniaturized technology.

Most people think that was just about implementing FaceID. Not so. Potential AR applications will take that much farther, especially when it eventually comes to the back side of a phone. Apple investing heavily into Ax chip development is another piece of technology being necessary to realize the potential of AR. Even so-called Animoji's, while cute and fun for kids, represents another forward technological step useful in future AR.

The pieces are being developed. It does take time, even for a company the size of Apple.

 

[nt5672]

Apple's reality is so distorted IMO that the only hope, at least in Cook's mind, must be success with augmented reality. Can Cook even tell the difference?

 

[Glockworkorange]

I don't recall being sold on imminent breakthroughs. ARKit has been out about a year; ARKit 2, about six months. There are simple apps out there. But expecting original iPod/iPhone-like breakthroughs in a year is unreasonable and a misinterpretation of what was said.

iPhone X has been out a little more than a year. And if you recall, Cook touted the phone as being a view into future technologies Apple would be pursuing going forward. Such as AR.

The 3D true depth-mapping laser assisted front-facing camera on iPhone X is an outstanding example of the above and an amazing piece of miniaturized technology.

Most people think that was just about implementing FaceID. Not so. Potential AR applications will take that much farther, especially when it eventually comes to the back side of a phone. Apple investing heavily into Ax chip development is another piece of technology being necessary to realize the potential of AR. Even so-called Animoji's, while cute and fun for kids, represents another forward technological step useful in future AR.

The pieces are being developed. It does take time, even for a company the size of Apple.

So here’s a direct quote from Mr. Cook:

““I think it is profound,” he said in an interview. “I am so excited about, I just want to yell out and scream.””

This was said in the context of iOS 11 and iPhone 8. If you don’t think he is hyping this to a degree where the average user would consider AR’s release on iPhone and with iOS 11 a game changing event, at that point in time, then you’re just gaslighting and not being an honest broker.

 

[citysnaps]

So here’s a direct quote from Mr. Cook:

““I think it is profound,” he said in an interview. “I am so excited about, I just want to yell out and scream.””

This was said in the context of iOS 11 and iPhone 8. If you don’t think he is hyping this to a degree where the average user would consider AR’s release on iPhone and with iOS 11 a game changing event, at that point in time, then you’re just gaslighting and not being an honest broker.

What precisely is it?

Why not supply a complete quote with a handful of sentences before (and after) the one you picked to post? Or better yet, post a link to the complete story.

Also... please address my previous post indicating where Cook said there's an imminent breakthrough regarding AR.

 

[mi7chy]

Upcoming hands-free translucent Microsoft Hololens 2 that will be announced on 2/14/2019 is more interesting than anything hand-held and opaque that blocks your view. Microsoft just need to get the cost and profile down.

 

[Glockworkorange]

What precisely is it?

Why not supply a complete quote with a handful of sentences before (and after) the one you picked to post? Or better yet, post a link to the complete story.

Also... please address my previous post indicating where Cook said there's an imminent breakthrough regarding AR.

Here: http://macdailynews.com/2017/09/19/apple-ceo-tim-cook-ios-11-and-arkit-launch-a-day-to-remember/

Here's a "day to remember," a "profound day:" https://www.cnbc.com/2017/09/19/apple-ceo-tim-cook-iphone-ar-update-makes-for-profound-day.html

Here's a quote followed by the link:

"I think AR is big and profound," Cook said in August. He says the technology will prove to be as important as the App Store and will make the smartphone even more essential to people.

“Think back to 2008 when the App Store went live,” he told The Independent. “There was the initial round of apps, and people looked at them and said, ‘This is not anything; mobile apps are not going to take off.’”

Time moves forward, and today we use apps for a multiplicity of purposes. “AR is like that,” Cook said.

“This is huge because it’s the first time hundreds of millions of customers will be able to use AR for the first time. We’re bringing it to the mainstream,” Cook told Good Morning America. https://www.computerworld.com/artic...-what-apples-tim-cook-is-saying-about-ar.html

I could do this all day.

Did he say "imminent?" No. But if you read what he said he gives the distinct impression iOS 11 and iPhone 8 were going to be these revolutionary and "profound" things. For THIS phone and THIS OS. That is the clear implication. Go out and buy our phones and OS. These releases are profound. That is what he is saying.

He is most certainly not talking about future AR products.

Seriously, do you work for Apple in some capacity? In 42 years, I've never been gaslit this hard. You gaslight harder than Bill Clinton.

 

[Michael Scrip]

I've used things like the AR tape measure and the AR IKEA furniture placer a handful of times. Those are more like parlor tricks, if you ask me.

So is there some big breakthrough coming to screen-based AR like we have now?

Or are we waiting for AR to takeoff when we finally get AR goggles?

I'm just afraid that the current implementation of screen-based AR will be like 3DTV. It's talked about frequently... then it's never heard about again... 😛

I mean... it's cool. But I'm not seeing the desire to hold my iPhone (or iPad) out in front of me all the time.

 

[Glockworkorange]

I've used things like the AR tape measure and the AR IKEA furniture placer a handful of times. Those are more like parlor tricks, if you ask me.

So is there some big breakthrough coming to screen-based AR like we have now?

Or are we waiting for AR to takeoff when we finally get AR goggles?

I'm just afraid that the current implementation of screen-based AR will be like 3DTV. It's talked about frequently... then it's never heard about again... 😛

I mean... it's cool. But I'm not seeing the desire to hold my iPhone (or iPad) out in front of me all the time.

I have been really critical of Apple and the state of AR (or rather Apple's state of AR); however, the technology itself is fantastic.

I have a very basic AR overlay/HUD in my car's navigational system. It's excellent. I think these types of applications are only going to get better and more useful. I think Google implementation of AR in Maps for walking directions is excellent as well.

But Lego games and walking dinosaurs? Snooze.

 

[citysnaps]

Here: http://macdailynews.com/2017/09/19/apple-ceo-tim-cook-ios-11-and-arkit-launch-a-day-to-remember/

Here's a "day to remember," a "profound day:" https://www.cnbc.com/2017/09/19/apple-ceo-tim-cook-iphone-ar-update-makes-for-profound-day.html

Here's a quote followed by the link:

"I think AR is big and profound," Cook said in August. He says the technology will prove to be as important as the App Store and will make the smartphone even more essential to people.

“Think back to 2008 when the App Store went live,” he told The Independent. “There was the initial round of apps, and people looked at them and said, ‘This is not anything; mobile apps are not going to take off.’”

Time moves forward, and today we use apps for a multiplicity of purposes. “AR is like that,” Cook said.

“This is huge because it’s the first time hundreds of millions of customers will be able to use AR for the first time. We’re bringing it to the mainstream,” Cook told Good Morning America. https://www.computerworld.com/artic...-what-apples-tim-cook-is-saying-about-ar.html

I could do this all day.

Did he say "imminent?" No. But if you read what he said he gives the distinct impression iOS 11 and iPhone 8 were going to be these revolutionary and "profound" things. For THIS phone and THIS OS. That is the clear implication. Go out and buy our phones and OS. These releases are profound. That is what he is saying.

He is most certainly not talking about future AR products.

Seriously, do you work for Apple in some capacity? In 42 years, I've never been gaslit this hard. You gaslight harder than Bill Clinton.

In a word...wow!

If you want to project and morph what Tim Cook said above about the future of AR, back in 2017 no less, into an "imminent breakthrough," you are certainly free to do so. It's unlikely anyone else leapt to that conclusion. It might say something about you and how you interpret information in the media.

"Seriously, do you work for Apple in some capacity? In 42 years, I've never been gaslit this hard. You gaslight harder than Bill Clinton."

Seriously, no - of course not. I'm just an engineer who uses Apple products. While you're contemplating the above, you might want to think a little bit about what "gaslighting" really means and the context where it is used. I'm not trying to convince you of anything.

Simply asking you to substantiate your Tim Cook claims in previous posts, with context and links, especially your claim about Cook saying that a breakthrough-level AR app was imminent, is not gaslighting. It's about being fussy about facts, and needing substantiation when people make claims that don't ring true. Facts matter.

As an aside, it's a shame you need to resort to insults. That's not a healthy place to be.

 

[chucker23n1]

It’s simply not practical to hold up a phone or tablet in front of one’s face as a viewing window, and there is no “killer app” or even one worth downloading. ARKit has existed for 2+ years and is still little more than a tech demo. One day AR will be transformative and create amazing experiences with immersive glasses, but until then, Apple should really shut up about it.

Wouldn’t you know it. Apple came to the same conclusion, which is why they gave AR a marketing guy.

Marketing isn’t tantamount with advertising. Finding killer apps is precisely one of the jobs Casanova is now tasked with.