Although Apple's iOS and Mac platforms are currently running smoothly, Apple knows they need a new platform. That's why Apple CEO Tim Cook has hinted again and again that Apple's next major technological innovation is augmented reality – integrating software into the real world.
Basically, every time an interview talks about this topic, Cook has no hesitation to say his own opinion. For example, when he recently attended an event in Utah, he also talked about augmented reality.
"First of all, it will be used in the operating system, because there will be a large number of users adopting this technology through the operating system. I think it will be implemented in the near future. As for when it can get phenomenon-level applications, that is to say Everyone here can experience the convenience of augmented reality, so first of all everyone here feels it is 'acceptable things'."
“I think a large percentage of people in developed countries will use augmented reality every day, and eventually everyone will use this technology, just as ordinary as three meals a day, it will be as common as the iPhone we use today.â€
Apple's strategy is:
- Add key AR building blocks to iPhone software and Apple apps, such as the ability of the camera to recognize objects
- iPhone adds hardware specifically built for AR, such as 3D sensors. Apple has acquired Primesense in 2013, so they already have this condition. This allows the device to better understand its surroundings.
- Open the platform to developers so that programmers are not bothered by complex computer vision and physical algorithms, all of which are currently being developed by Apple engineers.
- When the technology matures to launch AR products, it may be glasses. It will support all AR applications for the iPhone.
UBS analyst Steven Milunovich expects Apple to integrate some simple AR features in iOS 11 next year. In fact, there have been signs that Apple has integrated some head-mounted device-related features in its iOS operating system. In 2015 they acquired Metaio, which developed a mobile AR browser and a complete set of AR tools.
In fact, foreign developers or media have found some evidence that Apple supports AR in Apple iOS.
The famous iOS developer Steven Troughton-Smith has previously sent a tweet that brings us new information about Apple's VR/AR layout. Steven revealed that Apple has added several "head-mounted display rendering technology" reference files that developers can use to develop VR/AR functions in their key development frameworks. These files can be called by developers to develop some VR/AR related Features.
Steven believes that Apple is imitating Microsoft HoloLens to build an application platform, and wants to hand over the VR/AR application development to others to build a complete. This has been reflected in SceneKit's 3D game development framework in iOS 9, and in today's iOS 10 SceneKit seems to be starting to be developed for the VR/AR world.
This is not the first exposure of Apple's augmented reality application. Last year's 9to5Mac website reported that Apple is experimenting with a feature in the map application that provides an augmented reality view in a local list based on the point of interest system.
The report at the time showed: "With this augmented reality feature, the user picks up the iPhone, opens the map app, and points the camera to a specific merchant or location. For example, when pointing to a cafe, the screen will display a virtual menu, or a daily offer. ""
In addition, KGI analyst Guo Mingchi also believes that "we expect Apple's exploration of AR in the next 1-2 years will achieve initial results, and supporting the iPhone may be the first step."
The second step may be to launch AR glasses, but I don't know when Apple will launch such a product. According to foreign media reports, Apple is also developing headwear products, but they also have the same problems as other current headwear products:
-The weight is much heavier than the average glasses
- I want to keep the glasses light and I want to add batteries to it. It is really "the fish and the bear's paw can't have both." The prototype of Magic Leap also has a wire attached to the body.
- Current AR optical products have limitations in terms of resolution, color and field of view
- Headsets are not easy to carry or store compared to cellular phones
- Whether the headset can be accepted by the market is still a big problem.
Why Apple chooses AR
No one can determine whether AR technology can be developed at this time, so why is Apple pinning the company's future on this technology?
Bank of America Merrill Lynch, an industry body, has pointed out that by 2020, AR may have a 75% market share, with a market value of $900-11.70 billion. And Apple's competitors have not disguised their actions in this area. In last month's press conference, Microsoft's focus was no longer on Windows, but a lot of time on the 3D model and its Hololens products.
Microsoft has missed the mobile revolution. The profits of the smartphone market this quarter were all collected by Apple. If Microsoft wants to be a major platform player again, they must find out what platform it is. Some people think it is AR, even though its market is still small.
Today, Microsoft is exploring the application of Hololens in the commercial field, and Apple is not very concerned about this field. The latter is concerned with more consumer technologies suitable for everyone. If Apple is also acting, then they are definitely developing technology that is suitable for everyone.
So many Silicon Valley technology companies, why Apple is so different, that is, they can design special hardware and software for each of their projects, and now their user interface and design is still the industry standard. If they launch AR consumer products, they may be expected to surpass other large technology companies in the industry.
If Apple can successfully complete this transition, then they may be the most valuable companies in the technology industry, but if they can't, their charm value may be reduced a lot, and then Apple may miss the same major as Microsoft. The computing platform revolution.
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