Monday, 23 October, 2017

Apple is leaving an Augmented Reality window of opportunity for Microsoft

EXCLUSIVE: Apple's Tim Cook On The Future Of Fashion & Shopping Apple CEO Tim Cook feels that technology to make smart AR glasses 'in a quality way' does not exist today
Velma Reese | 12 October, 2017, 00:14

Speaking to The Independent in a wide-ranging interview during his European tour this week, Cook said that "the technology itself doesn't exist" to create augmented reality glasses that would work "in a quality way". Apple isn't building the database that would specifically enable that feature, but Cook thinks its ARKit tools are needed to make it possible for developers. Not too long ago, the Financial Times - which has an incredibly strong track record with respect to Apple rumors - reported that Apple was actively trying to engineer a pair of AR powered smart glasses equipped with 3D cameras. The display technology required, as well as putting enough stuff around your face - there's huge challenges with that. With the App Store, which the company launched after unveiling the first iPhone, Apple created hundreds of thousands of new jobs. In a sit-down interview with Vogue, the leader of the world's most valuable technology company said he is betting big on augmented reality (AR), which he believes will transform everything from runway shows to shopping.

Cook did offer some hope for the future of wearable AR, however, stating "Most technology challenges can be solved, but it's a matter of how long".

Google tried it with the Glass, but we never saw a commercial rollout of the same.

We do know that Apple has experimented with a number of prototypes but based on this information from Cook, Apple's Smart Glasses are still a ways off. He also mentioned that whatever you saw on the market now, would not be to the satisfaction of the vast majority of people because of technicallogy limitations.

Cook's comments are interesting, especially given that the rumors surrounding Apple's interest in smart glasses have increased steadily over the previous year. Some such as the IKEA app, let you stand in your living room and place furniture around you at scale to give you an idea how it would look.

When is the 2018 FIFA World Cup Draw?
Exhausted of studying? Click through the gallery over to determine which groups have already qualified for the World Cup. AFCON record champions Egypt booked their ticket on Sunday night courtesy of a minute penalty victor by Mohamed Salah.

ARKit apps are now available exclusively on the iPhone and iPad, partly due to their portable nature, screens, cameras, sensors and processing power.

One other area where Apple, AR and fashion might intersect?

At the end of September, Burberry - always one to take advantage of new technologies - introduced a new AR feature to its flagship iPhone app. "We don't give a rat's [ass] about being first, we want to be the best, and give people a great experience", he said.

"The way that you get lots of great ideas is for us to do the heavy lifting of the complexity of locational things and software, and put those in the operating system". "And then you have all the developers that are able to put their energy into their passion".

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