During its third-quarter earnings call, Apple CEO Tim Cook said that "AR is going to change everything."
The next frontier for AR hardware is the consumer headset, and tech companies of varying size and tenure are working hard to strike the right mix between comfort, cool factor, and cost. How these companies handle the hype and flow of information vary wildly.
Market Reality: Lenovo's Star Wars AR Headset vs. iPhone X Launch Day, Niantic Acquires Evertoon & More
When the Super Bowl airs, every other TV network puts on reruns because no one wants to face that juggernaut for ratings. The launch of a new iPhone is the Super Bowl of the tech world, with the launch of the iPhone X being the biggest one yet.
Market Reality: Techstars Sees Easing the Cognitive Load as Killer AR App for Enterprise & Consumers
When a firm like Techstars believes that augmented reality is an attractive industry to invest in, there's a high probability that it's right.
Snapchat is mostly credited as the first AR social network, and, like most social media companies, its revenue model is nested largely within advertising. As such, the company now has a new avenue for branded content.
If competition in the augmented reality space was a spectator sport, then ARKit, ARCore, and HoloLens dominate the prime-time broadcasts on ESPN.
The launch of the latest line of iPhones came and went without major revelations for advanced AR hardware other than the next iteration of processors and cameras.
Every year, football fans get excited about the next crop of blue chip prospects joining their teams, from five-star high school recruits graduating to college to first-round rookies drafted into the NFL.
On Sunday, Microsoft did what everyone expected the company to do by unveiling the long awaited HoloLens 2.
Market Reality: Samsung & Microsoft Dip into the Mobile AR Galaxy, with (Respectively) New Hardware & AR Apps
The augmented reality industry had enough twists this week to surprise even M. Night Shyamalan.
Market Reality: Rony Abovitz Perches Atop NR30 AR Hardware Leaders as Angry Birds & Thyng Jump on Magic Leap Bandwagon
This week, Next Reality published profiles on the leaders in augmented reality hardware industry, with Magic Leap CEO Rony Abovitz topping the list. So, it should be no surprise that two app makers want to align themselves with Magic Leap's flagship product.
Market Reality: Snapchat Does E-Commerce, Renault Drives into Star Wars AR & Christie's Taps Wealthy Art Buyers via AR
It doesn't matter how cool or groundbreaking a particular technology is, if it doesn't offer the promise of big returns on investments, you'll have trouble drawing interest from both Silicon Valley and Wall Street. That's why we're increasingly seeing existing augmented reality players doing everything they can to focus in on revenue generation, which was the message coming from Snap Inc. this week.
Market Reality: Sketchfab Opens AR Content Store, Amazon Pushes Fitness Gear with AR & DAQRI Capitalizes on AR Training
While it may seem to some like investors are just throwing their money at augmented reality companies simply because the tech is heavily hyped, these money managers do actually want to see a return on their investments.
As augmented reality gains popularity, the demand for delivering related services and generating content increases. This is demonstrated by a pair of investments from the past week, one in the expansion of a technology lab and another in the form of seed funding for a content studio.
Influenced by the growth of augmented and virtual reality technology as well as 3D computer vision, Ericcson Ventures invested in Matterport, whose hardware and software help companies create AR/VR experiences.
This week, two companies looking to capitalize on the growing augmented reality industry, raised funding from starkly different sources.
Augmented reality can be used to fascinate and entertain, but it can be applied in the workplace. While companies on the entertainment end received their votes of confidence via funding, two companies working with enterprises demonstrated their worth by teaming up to pursue customers.
Market Reality: Business Position Themselves in Augmented Reality Market with Hires and Joint Ventures
Augmented reality sells, but who's buying? Over the past week, two companies made executive hires to capitalize on the growth of augmented reality as a service to sell to other businesses. Meanwhile, two companies joined forces to offer augmented reality tools to headset makers and content providers.
Over the past week, companies took a variety of approaches to investing in augmented reality. Lampix is backing its own effort to build an ecosystem for augmented reality platforms. Nokia and Xiaomi are teaming up on numerous fronts, potentially including augmented reality.
While many analysts predict that the market for augmented and virtual reality will continue to grow over the next five years, now is the time for investors to get in on the ground floor.