Next Big Leap For Apple: Augmented Reality

Next Big Leap For Apple: Augmented Reality

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Apple’s iPhone may be ready for its next big act - as a springboard into “augmented reality,” a technology that projects life-like images into real-world settings viewed through a screen.

If you’ve heard about AR at all, it’s most likely because you’ve encountered “Pokemon Go,” in which players wander around neighborhoods trying to capture monsters only they can see on their phones. AR is also making its way into education and some industrial applications, such as product assembly and warehouse inventory management.

Now Apple is hoping to transform the technology from a geeky sideshow into a mass-market phenomenon. It’s embedding AR-ready technology into its iPhones later this year, potentially setting the stage for a rush of new apps that blur the line between reality and digital representation in new and imaginative ways.

“This is one of those huge things that we’ll look back at and marvel on the start of it,” Apple CEO Tim Cook told analysts during a Tuesday conference call. Many analysts agree. “This is the most important platform that Apple has created since the app store in 2008,” said Jan Dawson of Jackdaw Research.