The manager hints that Apple is working intensively on augmented reality technology.
(Photo: Reuters)
Dusseldorf Apple keeps a big secret about new products – so far it has not publicly confirmed that the electronics company is working on networked glasses. However, the signs of an imminent market launch are increasing: a media report indicates that the group has secured several names with the term “Reality” under trademark law.
“Reality One”, “Reality Pro” and “Reality Processor” have been registered as trademarks in several major jurisdictions, including the US, EU and UK, Bloomberg news agency reported on Sunday.
The applications were not made by Apple itself, but by an unknown company called Immersive Health Solutions. However, the use of such indirect constructs corresponds to the usual procedure of the iPhone manufacturer.
The applications have not yet been accepted, so there is no guarantee that Apple will use these names for future products, Bloomberg emphasizes. However, several indications have previously been made public that a new operating system for the device category should be called “Reality OS”. As usual, the group itself did not comment on the report.
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The names are likely to allude to what experts call augmented reality (AR) or extended reality (XR). What is meant is technology that supplements the image of the real environment with virtual information – for example, when a mechanic uses glasses to see a manual displayed in his field of vision. With virtual reality (VR), on the other hand, the user is transported into a completely virtual world via a wearable construct.
Apple Glasses: Vague hints from Tim Cook about data glasses
The fact that Apple is working on such technologies is taken for granted in the industry. CEO Cook repeatedly emphasizes how excited he is about augmented reality. In a recent interview with the Chinese newspaper “China Daily”, he said that – as with any technology – it is crucial to put people first: “That’s what we focus on every day.”
However, Cook did not give any details. This is part of a communication strategy: the management is basically silent about products that are in development. In so doing, it fuels fan and media speculation, resulting in free coverage and capturing the imagination of shareholders.
Meanwhile, patent applications give an insight into the work of the development department. Apple has developed air cooling for screens in headsets, as well as an input device for fingers and object recognition for objects.
In addition, the group acquired important components and technologies through acquisitions. Also in Germany, where the augmented reality specialist Metaio agreed to a takeover in 2015, to the surprise of customers.
>> Read here: Three ideas from the tech giants that could change our future
The electronics manufacturer also provides software developers with tools to develop AR applications for the iPhone, for example for the three-dimensional recording of rooms or the combination of real images with digital content. These components should also be valuable for the development of software for data glasses.
Apple Glasses: Presentation of VR glasses or AR glasses expected for 2023
Bloomberg reporter Mark Gurman and analyst Ming-Chi Kuo, who are considered to be well connected at Apple and in the group’s environment, expect a product announcement in the coming year. According to the news agency, the management has already presented the device to the board of directors.
If that happens, the electronics manufacturer could help the product category break through. So far, glasses for augmented and virtual reality have been a niche product, market researcher CCS Insight expects sales of just 14.3 million devices in 2022. In view of the introduction of several smart glasses, the next twelve months are a “very important period” for the market.
Facebook parent company Meta in particular has high hopes for the technology.
(Photo: AP)
The biggest ambitions are currently being held by Meta, the parent company of Facebook, which has renamed itself: The new name alludes to the science fiction concept of the Metaverse, i.e. a three-dimensional virtual world. A meaningful brand is not only important to Apple.
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