Apple focuses more on Augmented Reality

Earlier in 2016, Apple, Inc. (NASDAQ: AAPL) CEO Tim Cook commented on the future of Augmented Reality (AR), saying that we will all “have AR experiences every day, almost like eating three meals a day. It will become that much a part of you.” Rumors followed that the tech giant is planning to incorporate AR features in the next iPhone.


A report by Bloomberg now indicates that the rumors concerning the AR features are legitimate. According to the report there are hundreds of engineers now employed by Apple which are fully devoted to the cause, including some on the camera features who are working on AR-related features for the upcoming new iPhone. “One of the features Apple is exploring is the ability to take a picture and then change the depth of the photograph or the depth of specific objects in the picture later; another would isolate an object in the image, such as a person’s head, and allow it to be tilted 180 degrees.” The iPhone camera features are expected to work based on a technology known as depth sensing, which based on algorithms created by PrimeSense, an Israeli company acquired in 2013.


Apple has been busy not only hiring engineers but also making strategic acquisitions. Earlier in 2015, the company acquired Metaio, a developer of AR software. Former Metaio CEO Thomas Alt now works on Apple’s strategic deals team, making decisions which technologies deserve extra antiunion. Last year, Apple also bought FlyBy Media, which developed software focusing on AR camera software.

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