In addition to being an atypical year, 2020 was characterized by how little Apple has given its augmented reality efforts. 2017 was the year of the company’s frenzy, with the launch of ARKit. In 2018 and 2019, Apple redoubled its tech work so that later in 2020 it barely talked about it.
The highlight of this season has been the inclusion of the LiDAR sensor in the iPad Pro and iPhone 12 Pro and iPhone 12 Pro Max. A bit more. Perhaps aware of the silent passage of augmented reality by 2020, Apple has decided to reaffirm its position through an in-depth interview on CNET with two of its managers: Mike Rockwell, head of augmented reality (AR) and Allessandra McGinnis, senior product manager of RA.
A healthy ecosystem as a foundation on which to build augmented reality businesses
AR has enormous potential to help the people in their lives through devices that already exist today and devices that may exist tomorrow, but we need to make sure that [primero] be successful. For us, the best way to do this is by leveraging our device ecosystem, so it’s a healthy and profitable place for people to invest their time and effort.
Rockwell makes it clear that Apple is under construction ecosystem and that their efforts continue. By creating the tools for developers, but also by generating a market so that it does not start from scratch. Since the launch of the original ARKit in 2017, there are hundreds of millions of iPhones and iPads that can easily perform augmented reality functions (Apple sells around 200 million iPhones a year).
It is already a very attractive market, even if only a tiny part decides try augmented reality experiences. Having a potential market is essential for developers to invest in the platform, as Rockwell said. The scarcity of a solid platform is one of the main obstacles for companies like Oculus, in both augmented reality and virtual reality experiences.
Apple dropped in the interview that the App Store already has 10,000 augmented reality applications created by 7,000 developers. The numbers indicate that there are devs create more than one app with this technology, although the total is far from the number of apps in the App Store. McGinnis gave some figures showing an increase in commitment in furniture and DIY sales applications, with a decrease in return orders. Interesting facts, but they give an idea of the birth of this market.
The day we use augmented reality every day without realizing it
These things are in their infancy, they’re delicate, and they have to have all the elements, all of these ingredients, for it to be successful. In a few years, it will be one of those things that you can’t remember living without, like it has happened with the internet. You’re going to feel like, wow, you use it regularly … it will blend into our lives.
Among these uses of the future is the superposition of a layer of data, information and texts on the world around us. And that’s why, Apple sees current iPhones and iPads these are the best tools to see and create it. Here accessibility will have a key opportunity as it will enable people with disabilities to better understand the world around them.
In the CNET article, they describe it as an “extension of our senses.” One way to quickly understand what surrounds us. And in that instantaneity, there are technologies like App Clips, which break the discharge barrier an application to enjoy it. Apple also created the USDZ format for use in Safari, making it easier to view AR objects from the web.
Throughout the interview, it’s clear that while Apple doesn’t officially recognize it, the device that will benefit the most from augmented reality those are glasses. Obviously, the experience would be much more complete and comfortable than holding an iPhone or iPad in your hand. Although to see Apple glasses, there are still a few years left.
