Beijing time on November 2, according to foreign media reports, as Google, Microsoft and Facebook continue to advance their second and third generation of augmented reality (AR) and virtual reality (VR) systems, consumers are waiting Apple's own brand of AR products. K.K., a well-known analyst of KGI Securities, said that Apple's AR products will have to wait at least a year or two before it can be launched.
In a report to investors, Guo Minghao said that AR and Apple's strategy fit very well, that is, to provide an innovative user experience through a unique human-computer interaction interface. Apple's current success is mainly due to the iPhone, which introduced a multi-touch screen for mass users.
Guo Minghao said that just as the technology of the iPod paves the way for the iPhone, the iPhone may also become an integral part of Apple's comprehensive AR solution. However, he did not provide details of Apple's specific AR technology, but Android smartphones have been used in VR headsets. Apple may launch a system similar to the popular iOS game Pokemon GO to test the water. "Pokemon GO" is to use the iPhone's camera and display to provide users with a seamless AR experience.
Although Microsoft HoloLens and other systems require huge computing power and power requirements, which poses a significant burden on the user experience provided by companies such as Apple, Guo Minghao believes that when technology matures, Apple may integrate AR technology and redefine its key product lines. The opponent is three to five years. For example, the AR user interface may dramatically change the way users interact with Apple Watch and Apple TV, eliminating obstacles such as small screens and difficulty in control.
Figure 2: Apple's vision-based inertial navigation patent
Guo Mingxi said that Apple may also use AR technology to enter other fields. One of the areas of interest is automotive technology, more specifically automatic driving systems. Since March 2015, there have been many rumors that Apple is developing a self-driving car code-named "Titan," but recently reported that Apple has abandoned the plan and instead focused on developing the underlying technology.
Last week, it was reported that as part of the development of automated driving systems and supporting hardware, Apple is testing the AR head-up display (HUD) with integrated voice assistant Siri. Apple's interest in AR is no longer a secret. The company's CEO, TIm Cook, is now talking about AR technology at any time. He seems to be using all public places to express his optimism about AR technology.
Cook first talked about AR in a conference call in July this year. "In the long run, we are very optimistic about AR. We think that AR provides users with a great experience and is an important business opportunity. Therefore, we are investing in AR," he said. Cook then talked about AR technology in August and September.
In addition to Cook's public interest in AR technology, there is evidence that Apple is gradually building an AR team through strategic digging and business acquisitions. Apple is acquiring a small AR or VR company. The acquired companies include motion capture company Faceshift, machine learning and computer vision startup PercepTIo, and German AR company Metaio.
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