Next week, Apple may unveil its most ambitious new hardware product in years, but it’s in a product category that is anything but a proven winner.
Apple is widely expected to introduce a “mixed reality” headset at its annual developer event on Monday that offers both virtual reality and augmented reality, a technology that overlays virtual images on live video of the real world.
The company is reportedly considering a $3,000 price tag for the device, far more than most of its products and testing potential buyers at a time of lingering uncertainty in the global economy. Other tech companies have struggled to find mainstream traction for headsets. And in the years that Apple has been rumored to be working on the product, the tech community has shifted its focus from VR to another buzzy technology: artificial intelligence.
In a 2016 interview with the Washington Post, Cook said: “I think AR is extremely interesting and sort of a core technology. So, yes, it’s something we’re doing a lot of things on behind that curtain that we talked about.” The early potential for AR can be seen in some iPhone apps like Ikea Place and Measure, as well as various Apple Watch apps. For example, iPhone users can point the device’s camera at a table and a virtual tape measure appears to allow them to take its measurements.Apple’s headset is reported to have two main functions: a virtual reality setting and a mixed-reality component, which lets users see augmented reality objects projected onto the real world.
Some experts believe Apple’s rumored headset may resonate most with the enterprise market and enable various applications such as training and education. It could also allow for collaboration in meetings with more immersive videoconferencing capabilities and tools like virtual whiteboards.
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