Advances in technology are laying the foundation for augmented reality to disrupt markets beyond gaming to social media and commerce. For ye

Apple and Snap Pick Up Where Pokemon Go Left Off

submited by
Style Pass
2021-06-25 16:00:07

Advances in technology are laying the foundation for augmented reality to disrupt markets beyond gaming to social media and commerce.

For years, techies have envisioned that AR technology — which can superimpose digital content over real-world images — would drive the next major shift in computing. That vision has long seemed just out of reach. But a spate of recent investments and announcements suggest that AR’s moment has finally arrived.

Several industry leaders are making large bets on the technology, including building dedicated AR headsets. Last month, Snap unveiled its latest Spectacles prototype and bought AR display component supplier WaveOptics for more than $500 million. Facebook Inc. has more than 6,000 employees working on its virtual-reality and augmented-reality projects. And Apple Inc. is said to be developing a virtual-reality headset with some AR functionality for a possible release in 2022.

It’s clear that companies are anticipating an AR wave. In May, Snap Inc. unveiled a marketplace where brands will eventually be able to connect to 200,000 AR experience makers. At the same event, the company announced the ability to add gesture and voice-control capabilities to product catalogs where consumers can virtually try on clothing and accessories without touching the screen.

Leave a Comment