Apple Now Putting Greater Emphasis on Building AR Glasses


A new report from Financial Times claims that Apple is now focusing on building its AR glasses more than even before. The company’s AR efforts now have the second highest priority within the company, right below the iPhone.

The move comes after the failure of ‘Project Titan,’ Apple’s self-driving car. The last report surrounding Project Titan claimed that Apple is now focusing on building a self-driving autonomous system that could be used by other vehicle manufacturers.

Interestingly, the report from FT claims that Facebook is also working on its own pair of AR glasses, which Mark Zuckerberg — the CEO and co-founder of Facebook — calls “glasses small enough to take anywhere.” Looking at how Facebook has been copying all of Snapchat’s move in recent times, this should not really be surprising.

Despite Apple’s focus on its AR projects, the company will not release any products until 2018. A report from last month stated that Apple has more than 1,000 engineers working on Augmented Reality, though it remains unclear if the team is working on a new product or integrating AR technology into the next iPhone. Other reports have claimed that Apple is working on its own pair of AR glasses — the rumors for which first popped last year — but they are still at least a year away from launch.

Apple’s CEO Tim Cook has previously called AR as a “profound” technology and has even said in an interview about how particularly excited he is about the technology. He also made it clear that Apple is making huge investments in the AR field and that it is “high on AR for the long run” because it “will be huge.”

Today’s report is in line with a note from KGI Securities analyst Ming-Chi Kuo who made similar claims last year.

[Via Financial Times]

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