Apple and VR love and hate love: missed opportunities or post-production?
As everyone knows, Apple has long been known for its ability to shape future technologies. But recently, the company seems to have been on the sidelines of VR and AR technology, but has been watching other companies lead the way forward.
Although the real potential of AR takes longer to stand out, VR technology has a good start and is in the process of rapid development. In the past month, we can see that VR technology has made great progress through the promotion of events such as OC3, PSVR and Google Daydream. All of the above VR memorabilia, Apple is absent without exception. This sexy and futuristic VR technology is in sharp contrast to Apple's new product launch this fall – a small gadget-like sporlighted keynote...just a new morphing keyboard.
Can only say that either Apple really missed the next technological innovation, or Apple is screaming. The second possibility means that Apple is deliberately delaying the entry into AR/VR, which is quite consistent with its previous practice in certain areas. (such as tablets, MP3 players, etc.) If Apple is really trying to post-production, then when will it enter the VR world? The available evidence suggests that Apple seems to have a more soft spot for AR technology. This is because AR has higher commercial potential, and Apple CEO Tim Cook has repeatedly released this clue on various occasions. In addition, we can also find evidence of this move to AR from Apple's latest products. The latest iPhone7Plus smartphone uses a dual camera setup, and this is probably one of the attempts to build a tracking device through stereo vision. The dual camera setup is also an important component of computer vision and an important peripheral for driving AR technology.
In this way, Apple's acquisition of PrimeSense, a 3D tracking technology research and development company, in 2013 is more reasonable. Speaking of the acquisition, Apple also acquired an AR software company, Metaio, last year. We can also see more clues from AirPods. This technology focuses on hardware, but the real story may be a new form of AR. In addition to images, ambient audio - through AirPods - may lead the way in new ways of transmitting information. The iPhone smartphone has always been Apple's most profitable product, which means that its operating structure and supply chain will be given priority. Therefore, any of Apple's actions on AR is very likely to start with the iPhone. All of this seems to prove that Apple does not necessarily miss the development opportunities of VR and AR... It may just be a smile to see other people as mice and then find the opportunity to enter. Because the dawn of AR technology is far from coming, Apple may really come at the right time.
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