Apple Just Passed Go in the AR Race

At its annual conference for developers, Apple jumped headfirst into the race for augmented reality (AR). However, unlike with the HomePod, the company is jumping in with both feet and starting off far past the starting line.

Alongside other major companies and platforms like Facebook, Google, and Microsoft, Apple is moving towards integrating AR into its mobile offerings with the launch of ARKit, its package of tools for developers to start integrating AR elements into their apps in new and exciting ways.

It’s hard to tell whether Apple is too late to hop on the bandwagon in order to compete against big name companies, but it’s safe to say that it will be taking out smaller competitors in the near future.

It appears that Apple’s ARKit has functionally killed a generation of AR businesses.

In a pre-ARKit world, smaller companies were working to scan and import 3D models for larger companies, but they just didn’t have the technology needed to map real rooms and place virtual objects in them. That’s where Apple not only came in, but also took over, and left all of the outdated applications behind.

Apple’s augmented reality feature, ARKit, allows users to realistically place 3D objects in a real space captured by the device’s camera. By the fall, iPhone users will undoubtedly be using apps with AR built in. But this technology is not about creating the next Pokémon Go, it’s about improving the world one virtual step at a time.

This is a huge opportunity and CEO Tim Cook recognizes that, declaring that AR will be a huge part of the company’s future. But will the efforts be a success?

Since AR is such a relatively new advancement, it is difficult to say whether this was the right or wrong move for the technology giant. However, its move towards AR will certainly open countless doors for developers and users.

Years in the Making

It comes as no surprise that Apple launched an AR feature. But what is surprising is how it just skipped over the typical first steps. The company clearly took its time to ship something powerful in order to redefine the AR market – Apple’s obviously not a startup and doesn’t need to behave like one.

Several users who have tested ARKit have said that the most impressive feature is its ability to track the overlay’s position in relation to the room while moving around. It seems like the late release schedule has paid off.

Looking at Apple’s timeline of acquisitions, it’s clear now that the company has long planned to pack AR into iOS.

In 2013, it purchased PrimeSense, an Israeli motion-sensing startup – the first clue towards an AR-driven initiative. Then in 2015, Apple gave another hint: it filed a patent for a VR headset that works with the iPhone and purchased Metaio, a German AR company. Just last year, Apple bought FlyBy Media, an AR camera software firm.

All of the signs were piling up, but it was very unclear just what Apple was planning – probably how management likes it.

In fact just yesterday, Apple somewhat confirmed its purchase of SensoMotoric Instruments (SMI), a German eye-tracking glasses maker. SMI works on eye tracking for mobile devices, VR and AR — a perfect fit for Apple.

Through the years, Apple has consistently picked and purchased companies that it felt would help its VR and AR efforts. Yesterday’s news is just another example of how Apple may be late to the AR game, but not far behind.

Not Too Late to Party

While Apple is admittedly late to enter the AR market, it’s at least fashionably so. The party isn’t over.

Tango, Google’s AR feature for Android, only works with certain phones covered with optical sensors. It’s not that ARKit works better than Tango, but it’s simply more easily accessible and useable.

Earlier this year, Facebook recently talked about building AR glasses. To date, its AR efforts have been tailored for its Camera Effects platform that focuses on interactive experiences and image filters, but it only seems like an improved version of Snapchat’s world lens feature.

To no one’s surprise, Microsoft also unveiled its new prototype for AR glasses. The new design is a significant improvement from its bulky HoloLens headset that was revealed a couple years ago.

When the next version of iOS launches, they’ll be living through a paradigm shift in how phones are used. The ensuing changes will have ramifications far beyond iPhone apps.

IKEA announced that it is going to be Apple’s launch partner for the ARKit, displaying its virtual furniture in people’s real houses.

The timing is almost perfect, as many furniture and fashion companies now have all of their products modeled online, either the original or the final scanned design. Most catalogs include 360-degree images of objects, however not in real time and in a real space. In addition to that, people are expecting exponential growth in the quality and quantity of iOS applications by 2019.

Last year, App Store revenue passed $28 billion and developers netted $20 billion of that. A couple more billion dollars won’t hurt anyone. By 2024, AR could potentially become a $165 billion market and Apple seems to have a pretty solid go-to-market strategy.

From Gaming to Hospitals

Moving beyond games like Pokemon Go, Apple is now looking at improving living rooms, schools, and hospitals. As a start, ARKit is answering the calls of the home decor and architecture industry, which has been looking for an easier method to visualize the end product for years.

These companies no longer have to worry about manufacturing or trying to adapt an AR system to their needs. They can focus on how to apply AR and combine it with photography, voice and mapping.

In addition to interior design, AR will revolutionize the way we think about healthcare. From better training and assistance in the operating room, AR can also help patients better describe and understand their symptoms.

The possibilities are endless for developers and the potential to improve users’ lives is the biggest reward.

Just Another Apple Watch?

So how do we know if this is the right or wrong move for Apple?

Take the Apple Watch as an example. Apple has mercilessly pushed the product since 2014, but it still hasn’t caught on the way the company envisioned.

Or, take a look at 3D touch. A lot of people probably don’t even know that their iPhone supports pressure-sensitive shortcuts. And those who do know, probably don’t use it. The ARKit could easily join the company’s list of failed attempts to create new technological trends and features.

But look on the bright side. The fact that Apple’s ARKit is already so advanced with only one or two cameras just makes the future more exciting. Apple’s AR effort is run by Mike Rockwell, who previously advised Meta, a company working on AR glasses.

Still wondering what Apple’s plan for the future is? Glasses, probably.

A device where visuals can be displayed without needing a smartphone. Apple is literally easing users into their new product, which whenever released, will be the new trend it tries to push. When Google Glass launched, a large criticism was its aesthetic appeal.

As cool as it is, no one really wants to wear it. Having said that, Google’s patent for a camera integrated into a baseball cap just recently got approved. This could be a more stylish alternative to glasses, or not. But is this baseball cap really a threat to Apple?

Maybe Apple’s next purchase will be a hat company. I guess we’ll all have to wait and see. But if any company can combine a sleek design and high performance technology, it’s Apple.

Filed under: Platform Innovation | Topics: apple, AR, iOS