The Rise of Augmented Reality: How Facebook and Apple are Changing the Game
The recent investments by Facebook and Apple in augmented reality (AR) technology are a transparent indication that this can be a field price listening to. Both firms have expressed their commitment to developing, testing, and implementing AR technology, with Apple specializing in creating tools for the event community and Facebook aiming to make AR accessible to the masses.
What is Augmented Reality?
Augmented reality is a technology that overlays virtual objects onto the true world, either through an AR headset or a phone/tablet camera. Users can interact with these virtual objects on their screen, blurring the road between the virtual and real worlds. While selfie filters with bunny ears and mustaches are a well-liked application of AR, the technology was also behind the Pokémon GO phenomenon in 2016. As AR continues to mature, it is anticipated to revolutionize the way in which we work, play, learn, and connect.
Apple’s Commitment to AR
Apple recently released ARKit 2.0, the third version of its developer platform for AR apps. This move is anticipated to drive Apple’s growth, with Bank of America Merrill Lynch predicting an $8 billion "revenue opportunity" for the corporate. AR apps are expected to command a price premium, and the brand new technology is prone to boost iPhone sales. Some examples of ARKit-powered apps include:
- IKEA Place: an app that enables users to virtually "place" true-to-scale IKEA objects of their home
- American Airlines: an AR app prototype that gives real-time information and navigation in airport terminals
- Complete Anatomy: an app that provides an in depth, lifelike view of the human body
Facebook’s Approach to AR
Despite recent challenges, Facebook stays a well-liked platform with over 1.3 billion users on Messenger, 2 billion on Facebook, and 800 million on Instagram. Facebook goals to make AR accessible to the masses, and its vast reach gives it a big advantage. The company is testing AR ads with computer graphics, allowing users to check out products virtually. Some businesses, equivalent to Pottery Barn, Wayfair, NYX Professional Makeup, and Bobbi Brown, have already tested this AR ad functionality.
Facebook’s AR Innovations
At the F8 conference, Facebook introduced several AR innovations, including the power to make regular photos look 3D. This technology has potential applications in AR, equivalent to virtual gifts in news posts. Facebook also introduced a feature that lets users connect images, logos, and signs with augmented content, using the Facebook camera and movie posters as examples. This is an example of persistent AR, where the experience is connected to and persists based on real-world places or things.
Conclusion
The partnership between developers and tech giants like Apple and Facebook has enabled the creation of revolutionary AR applications, opening up opportunities for games, business solutions, and revenue opportunities. As AR technology continues to evolve, we will expect to see significant changes in the way in which we interact with the world around us. With Facebook and Apple leading the charge, the long run of augmented reality looks vivid, and it can be exciting to see how this technology shapes our lives within the years to return.
