Apple to invest in augmented reality » Charity Digital News

Apple to invest in augmented reality


Augmented reality is soon to be an actual reality for Apple after CEO Tim Cook confirmed that the company has big plans for the technology.

Augmented reality, or AR, is seen as a big earner for Apple. Pokémon Go, which uses AR to create a game world, alone will reportedly earned the California-based firm a staggering $3bn (£2.3bn) in revenue over the next couple years.

When asked about future plans for AR, Cook said: “We have been and continue to invest a lot in this. We are high on AR for the long run. We think there’s great things for customers and a great commercial opportunity.”

With the impending release of the new and improved iPhone 7, it’s likely that Apple’s hardware will become even more robust, allowing augmented reality to take advantage of features like QuickTime, OpenGL, OpenCL, Core Audio, Quartz Composer, Core Video, Core Animation and high-quality camera specs. Plus, Apple bought a company last year that deals in the AR space.


Shift of focus

Cook’s comments came as the company reported a drop in sales from $50bn to $42bn, largely due to stalling demand for Apple’s iPhone. The company sold 40 million iPhones over the quarter, down from 51 million the prior year.

Software and services is now Apple’s biggest revenue generator after the iPhone as revenue from Apple services such as iTunes, Apple Music and the App Store grew 19% year-on-year to $6bn, overtaking revenue from Apple Macs, which declined 13% in the period.

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