Next Reality

News: What Is Augmented Reality?

Apple CEO Tim Cook has said that augmented reality will "change everything." Over the past few years, the technology has already made an impact across multiple industries. It has helped enterprise businesses become more efficient. It has ushered in a new way for brands to market products. It can turn neighborhoods into virtual playgrounds. And it can add another dimension of fun and creativity to photos and videos. As a result, AR has the attention of investors.

News: Social VR App vTime Opens a Window to Augmented Reality Users with iOS & Android App

Most of the mobile augmented reality apps of today focus on individual experiences, but a new entrant into the space wants to make things a bit more social.

News: Magic Leap Jumps into the Star Wars Universe with Release of Project Porg App

After some social media teasing, the Star Wars universe's Magic Leap debut has finally arrived. On Tuesday, Magic Leap announced the release of Star Wars: Project Prog, which is available for free via Magic Leap World.

News: USA Today App Treats Fans with Oscars-Inspired AR Costume Showcase Featuring Black Panther, Mary Poppins, & More

The Oscars are fast approaching, which means that all the most talked about films are getting a second dose of heavy promotion in hopes of winning an Academy Award.

Market Reality: Microsoft's Next HoloLens Close to Arriving, Apple Prepares for Big AR Marketing Push

The hype around augmented reality has risen to a fever pitch over the past two years, and if this week's selection of business news stories are any indication, the din is about to get down right deafening.

News: Google Releases ARCore 1.7 Update, Adds Face Filters & Expands Animation Support

Snapchat made augmented reality selfie effects famous, with Facebook copying the feature across its mobile apps. Of course, others have followed, but their face tracking apps often pale in comparison to the original.

News: Snapchat Lays Up Lens Studio Experience for Nike's Jordan Brand at NBA All-Star Weekend

Nike and Snapchat, having already reigned triumphant with its viral augmented reality ad featuring Lebron James, are teaming up with another basketball legend at NBA All-Star Weekend

News: Warner Bros. & Niantic Release Third Harry Potter Wizards Unite Trailer

Next to Game of Thrones, Harry Potter is one of the most beloved franchises in entertainment today, and now we have another peek at its dive into augmented reality.

News: Microsoft Expands Its Augmented Reality App Portfolio from HoloLens to Android & iOS

Although all signs points to Microsoft releasing a new HoloLens in the coming days, the company is nevertheless looking to distribute its augmented reality apps to other operating systems.

News: Samsung Jumps to Head of Mobile AR Class with Galaxy S10 5G & 3D Depth Sensor, Shows Off AR Concept Video

While augmented reality made more of a cameo appearance during Samsung's official grand unveiling of the Galaxy S10 line-up on Wednesday, it's the company's move into 5G connectivity that has huge implications for AR.

News: How to Watch the Microsoft Mobile World Congress Event Rumored to Reveal HoloLens 2

We already know that Microsoft has something big planned for later this month, and now we have details on how to watch the company's big reveal.

News: Magic Leap & Three UK Power 5G Augmented Reality Fashion Show at London Fashion Week

While AT&T is gradually showing off the powers of its 5G technology in the US via the Magic Leap One, another major wireless company is doing the same in the UK using the world of fashion.

News: Lego Partner Kabooki Builds Virtual Pop-Up Shop with Snapchat's Shoppable AR

Now that Lego Movie 2, a film about an imaginary world made of plastic bricks existing parallel to the real world, is in theaters, it's the perfect time to shop for Lego apparel at a store modeled after that world.

News: Lego's Newest Playsets Transform Normal Toys into Augmented Reality Experiences Across Platforms

Beloved toy maker Lego is returning to the realm of augmented reality, this time with an experience that explores supernatural fun.

News: Google Joins Snapchat & Facebook by Adding Augmented Reality Video Effects to Duo App for Valentine's Day

Snapchat and Snap Camera aren't the only augmented reality apps available for couples to use on Valentine's Day.

News: Medical Software Maker Medivis Closes $2.3 Million in Funding to Bring HoloLens to Surgical Platform

The HoloLens has made enough of an impact on the healthcare industry for Microsoft technology partner Medivis to convince investors to pledge $2.3 million in funding for its surgical platform.

News: North Cuts Price of Focals Smartglasses, Launches Prescription Lenses, & Adds Pop-Up Stores to Seattle & San Francisco

With the first pop-up showroom for North's Focals smartglasses opening its doors next week, customers are now able to purchase the smartglasses at a drastically lower price tag.

News: Microsoft's New Light Capture Tool Adds More Realistic Lighting to HoloLens & Mobile AR Apps

We're still weeks away from a probably HoloLens 2 release, but Microsoft's immersive computing team is still hard at work on other aspects of its "mixed reality" ecosystem.

News: Startup Asteroid Aims to Reinvent the Human-Computer Interface with Augmented Reality Software & Hardware Kit

Every step in the evolution of computing brings an in-kind leap forward in user input technology. The personal computer had the mouse, touchscreens made smartphones mainstream consumer devices, and AR headsets like the HoloLens and the Magic Leap One have leveraged gesture recognition.

News: New Pokémon GO Augmented Reality Photo Feature Lets You Strike a Pose with Pikachu

The actual augmented reality portion of Pokémon GO is about to get even more fun for players. On Tuesday, the company revealed GO Snapshot, an extension of AR+ Mode facilitated by ARKit and ARCore that will enable players to pose Pokémon characters in augmented reality for photo capture.

News: Apple Appoints Marketing Leader Behind iPhone Launch to Push Augmented Reality Products

While Apple augmented reality smartglasses are not yet official, the tech giant is ramping up its resources by appointing company veteran Frank Casanova to promote its augmented reality offerings.

News: Valentine's Day Lenses for Snapchat & Snap Camera Let You Flirt with Your Crush in Augmented Reality

Mobile augmented reality company Snapchat now has a special option for romantic message exchanging this Valentine's Day, a day which, incidentally, happens to be the first one in 116 years where Sweethearts, the original heart-shaped candy, will be unavailable for purchase.

News: Budget Airline easyJet Packs Augmented Reality Luggage Checking Feature into Its Mobile App

Mobile app publishers are using augmented reality to solve everyday measurement problems from measuring the length or height of items to previewing furniture in the home.

News: Google Preparing AR Walking Navigation via Testing Through Local Guides

The augmented reality walking navigation mode for Google Maps appears to be closer to an upcoming release for the general public.

News: New Video from Microsoft's Alex Kipman Delivers Teaser for HoloLens 2 at Mobile World Congress

If there was a version of the Doomsday Clock for counting down the release of Microsoft's HoloLens 2, then the caretakers of that imaginary clock would move the minute hand to "one minute to midnight."

Market Reality: Magic Leap Draws Comics, Warby Parker Tries AR, Facebook Acquires GrokStyle, & LeBron Dunks via Snapchat

This week, the recurring theme in augmented reality can be summed up fairly succinctly: content is king.

News: Facebook Acquires Visual Search Startup GrokStyle

The recent pitfalls and media fallout hitting Facebook hasn't stopped the social media giant from looking to the future.

News: Google Unleashes the Powers of Childish Gambino aka Donald Glover in AR via New Pixel Playmoji

Although Apple's Animoji game is strong, as recently exampled by its Ariana Grande collaboration, Google isn't slacking either, unleashing a far more immersive music experience for smartphone users.

News: Apple Teams with Ariana Grande for '7 Rings' Animoji Music Video

The last six months have been filled with ups and downs for international music superstar Ariana Grande, but she's starting 2019 on a new, virtual foot, powered by Apple's iPhone TrueDepth camera.

News: Magic Leap Experience Lets Golf Fans Meet Jordan Spieth & PGA App Update Brings Pebble Beach to AR

Unless you're one of the world's top golfers, there's a good chance you are not stepping onto the fairways of Pebble Beach Golf Links this weekend.

News: Magic Leap Lumin OS Beta Update Delivers Map Merge Feature for Multi-User Experiences

The last few months have delivered some great new Magic Leap releases, but that doesn't mean the development team is resting on its laurels when it comes to the platform itself.

News: ODG's Remaining Inventory & Physical Assets Become Available to Purchase via Auction

While the story of augmented reality headset maker Osterhout Design Group has come to an end, the epilogue of its demise continues.

News: Snapchat Scores Viral Hit with Nike Augmented Reality Experience Starring Lebron James

Lebron James, or King James to his royal subjects, is extending the reach of his kingdom beyond basketball and into the realm of augmented reality.

News: Hang Out in Seinfeld's Apartment via an Augmented Reality Replica on Your iPhone or iPad

If you've ever wanted to barge into Jerry Seinfeld's apartment like Cosmo Kramer, you can now do so without having to book a ride on the Peterman Reality Tour.

News: US Navy Taps Microsoft's HoloLens for Augmented Reality War Games System

Simulated training can help soldiers and sailors learn how to use their weapons safely, but simulations can sometimes lack the stressful environment of a real firefight.

News: 8th Wall Adds Another Brick to Its Web AR Platform with AR Camera for Easy Prototyping

In the past few years, augmented reality software maker 8th Wall has worked to build its platform into a cross-platform augmented reality toolkit for mobile apps, as well as web-based AR experiences.

News: Shazam Pours a Tall Glass of Augmented Reality Marketing for Shackleton Whisky

Apple's in-house music identification app Shazam has been quiet on the augmented reality front since officially joining Cupertino's finest last year, but a new promotion gives AR enthusiasts an occasion to raise a toast.

News: Warby Parker Makes It Easier to Try on Eyeglasses at Home with AR Update to Glasses App for iPhone X Series

If there's one company that is a fan of the TrueDepth camera on Apple's iPhone X devices, it's the popular eyeglasses retailer Warby Parker.

News: Magic Leap Finally Releases Madefire Comic Book App for Interactive Reading & Comic Creation

Among the many partnerships mentioned early on in the life of the Magic Leap One, by far one of the most talked about has been the comic book app from Madefire.

Market Reality: AR Goes to Court as Meta Infringement Case Unfolds & Epic Games Takes on Nreal for Trademark

Reading the augmented reality news lately has felt a bit like reading a John Grisham novel, as the business side of things has dripped with legal drama.