Moviegoers who arrive at the theater early are no longer a captive audience for the ads, trivia, and miscellaneous content that precede the movie trailers than run before the feature presentation, as the ubiquity of the smartphone has become the preferred distraction for early birds at the theater.
The Microsoft HoloLens has a fairly passionate, yet relatively small group of users pushing the developer-centric device forward, mostly spreading the word about the device through word of mouth and meetups. But this weekend, during the annual NBA All-Star festivities, we got a look at how Microsoft may be planning to market the device if it ever goes truly mainstream.
Every industry has its own jargon, acronyms, initializations, and terminology that serve as shorthand to make communication more efficient among veteran members of that particular space. But while handy for insiders, those same terms can often create a learning curve for novices entering a particular field. The same holds true for the augmented reality (also known as "AR") business.
Market Reality: Magic Leap Gets New Cash & NBA Deal, AR Supplier's Apple Rumor, & HoloLens Gets into Rental Business
While the company is adamant that the Magic Leap One: Creator Edition will ship this year, currently, it seems its CEO is more interested in striking deals with content partners than releasing details about the headset.
While the consensus among some in the augmented reality community is that the Microsoft HoloLens is the best device available at present, it also remains the most cost-prohibitive option, with the development edition costing $3,000.
Apple CEO Tim Cook's most recent tech prophecy is that "AR will change everything." And now, that includes Apple's own website.
The cup of augmented reality options for Winter Olympics fandom runneth over, with Google pouring a pack of AR Stickers into the mix.
As a developer, before you can make augmented-reality robots that move around in the real world, controlled by a user's finger, you first need to learn how to harness the basics of designing AR software for a touchscreen interface.
Mobile augmented reality developer Blippar's mission is to construct a computer vision map the world, with visual recognition of thousands of notable buildings, bridges, castles, holy places. A major step toward that goal has been taken by the company this month with the announcement of its landmark recognition API.
In a LinkedIn post published on Tuesday, Microsoft's leading advocate for the HoloLens made a prediction that the mixing of immersive technologies will define augmented reality in 2018.
We've seen a number of unique mashups of augmented reality with other bleeding edge technologies, but somehow it took until 2018 for someone to come up with a now obvious complement to AR: 3D printing.
The once blurry and mysterious vision of Magic Leap's future is slowly coming into focus in the present, despite the company's obsessive attempts to keep any and all information under wraps until the next reveal is absolutely necessary. A new tidbit of information hints at an addition to the company's unfolding story that almost no one had accounted for: retail stores.
Master director Steven Spielberg's virtual reality epic Ready Player One is coming to theaters in just a few weeks, but you can get an early look at some of the best parts the latest trailer, "Come With Me," which was revealed on Thursday.
During the unveiling of its content partnership with the NBA, Magic Leap CEO Rony Abovitz, with an assist from former player/current pitchman Shaquille O'Neal, described at least one of the ways fans would be able to experience sports using the augmented reality device.
Old school media stalwart Sports Illustrated is billing this year's Swimsuit Issue as the "Most Immersive Experience Ever," and it certainly lives up to that statement, as the magazine has added augmented reality and virtual reality experiences to this year's version via Snapchat and the Life VR app.
On Tuesday, NBA Commissioner Adam Silver joined Magic Leap CEO Rony Abovitz on stage to unveil a partnership between the two companies.
While augmented reality headset makers are faced with tackling numerous challenges before the category is truly ready for prime time, a start-up comprised of former Microsoft engineers may have nailed fast and precise tracking of hand gestures and full-body locomotion.
The Tesla-riding Starman that was launched into space via Elon Musk's SpaceX last week will miss its Mars target and is instead headed toward a lonely asteroid belt in the void of space. But if you missed the initial launch and would like to get a taste of what Starman is seeing, you can now take a short ride along thanks to a new Snapchat Lens.
Among the revelations uncovered during the December unveiling of the Magic Leap One: Creator Edition was the fact that the Lightwear augmented reality headset would be tethered to a wearable computer called the Lightpack.
Soon, kids young and old aspiring to imitate Iron Man will only need to learn how to duplicate Tony Stark's snarky wit, because Hasbro will now supply the augmented reality helmet.
Update: Monday, 11 p.m. ET: In a report from Bloomberg, eMagin CEO Jeffrey Lucas has contradicted what appeared to be investor information found in SEC filings that surfaced on Monday. Although Apple is listed among several other investors in the company in filing, Lucas told Bloomberg that Apple is not, in fact, an investor in the company. Offering further clarification, Lucas told the news site that eMagin "listed those companies in the filing because it had discussions with them at industr...
On Monday, German newspaper and digital publisher Axel Springer announced its role as the latest company to invest in Magic Leap. This is just the latest in a series of investments the augmented reality company has garnered from the likes of Google, Qualcomm, Alibaba, Legendary Entertainment, Warner Bros., and others amounting to almost $2 billion in overall funding.
The latest cosmetics brand to launch its own augmented reality try-on tool is Cover Girl, which introduced its browser-based experience this week.
Market Reality: AR Pleases Snapchat Shareholders, Entices Investors & Mints New Venture from Deutsche Telecom & Zeiss
Investors aren't keen to throw money at a new technology sector without at least some hope of a significant return on their investment in the future. That's why a recent run of activity within the augmented reality business space has stoked some new optimism among the financial community.
Although The New York Times may have won the race in terms of presenting coverage of the 2018 Winter Olympics through augmented reality first, The Washington Post is nevertheless working to compete in AR in a different way—via gaming.
Enterprise augmented reality developer Atheer is bringing its AR solution for enterprise businesses to the HoloLens by way of a joint venture with fellow AR developer Design Interactive.
Snapchat just fast-tracked the majority of its app user base into the world of augmented reality production by making its Lens and Filter tools available to anyone with a web browser.
Augmented reality headsets with depth sensors, like the HoloLens, offer a much more immersive experience than the average smartphone at present, and one app demonstrates that in a uniquely entertaining fashion.
Those looking for a creative way to loose a metaphorical Cupid's arrow at the figurative heart of the object of their affection can now add augmented reality greeting cards to their quiver.
After closing its 2017 financial books on a high note, Snap, Inc. is planning to ride the momentum of its augmented reality products into the new year. That's the main takeaway following the company's 2017 earnings conference call, which was held on Tuesday.
If you're an Android user, you're very likely jealous of your iPhone friends who have access to the wide, wonderful world of augmented reality thanks to ARKit.
A new smartglasses powerhouse is rising in Europe, led by two of the region's leading brands, optical systems company Zeiss (also known as Carl Zeiss) and telecommunications giant Deutsche Telekom.
Amazingly, SpaceX founder Elon Musk just launched a Tesla into space, bound for Mars. But just because you're not a billionaire with drone rockets at your disposal, that doesn't mean you can't participate in the automobile-infused future of space here on Earth.
In another move that pushes Meta 2 toward becoming a legitimate workplace tool, Meta Company has partnered with Dassault Systèmes to bring augmented reality support to the latter's Solidworks 3D CAD software.
News: Investors Bet $8M on Former Google & Facebook Engineers' Platform-Bridging AR Development Tool
Augmented reality software maker 8th Wall has closed a Series A funding round of $8 million in capital to feed the growth of its development platform.
Before The New York Times brought augmented reality to its iPhone app, the only way Winter Olympics fans could get this close a view to the world's best athletes would be to acquire a press pass.
After pouring out $10 million for 60 seconds of Super Bowl advertising time, Doritos and Mountain Dew continued their Sunday marketing binge on Snapchat.
News: Intel Reveals Vaunt Smartglasses, Normal Looking Glasses That Work with iOS & Android Smartphones
Just a week after news leaked out about Intel's 2018 plans for smartglasses, the company revealed what the device looks like and how it works in a new video (bottom of this page) released on Monday.
An incorrectly scaled object in your HoloLens app can make or break your project, so it's important to get scaling in Unity down, such as working with uniform and non-uniform factors, before moving onto to other aspects of your app.
With the Super Bowl just days away, it seems appropriate to draw parallels between football and the professional sport of technology business, or, more specifically, the augmented reality segment.