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Background:
This week Apple held its annual WWDC (Worldwide Developer Conference) and the most important story on the town wasn’t what was shown, but what wasn’t – a brand new Augmented Reality device. At the identical time, Amazon was bolstering its own capabilities in AR.
Details and Implications:
Apple’s annual showcase might be best known for the famous Steve Jobs line: ‘yet another thing…’ at which point, Apple would famously reveal right at the tip of the presentation the newest and most amazing piece of consumer hardware that might spark a rush to their stores. But not this yr.
Despite revealing an entire host of recent tech and software upgrades including: iOS 16, iPadOS 16, tvOS 16, macOS Ventura, watchOS 9, a brand new M2 processor and a brand new redesigned MacBook Air – with white bezels no less – Apple CEO Tim Cook gave no mention of a much anticipated AR device. Furthermore, there wasn’t even really a nod towards the mixed reality future (some call it the Metaverse) that’s so occupying other major technology giants at present.
So conspicuous was the absence of AR that you just don’t have to look far to search out devoted Apple watchers reading implications into each aspect of WWDC 2022 – including one journalist suggesting even the stage managing of the screen on the event taking over a UI that might be perfect for a HUD variety of AR / VR display.
The only real mention of AR was present in the reveal of the brand new iOS16, which incorporates ‘Live Text’ that lets you select text out of your images after which interact with it by translating it if in a foreign language or converting it whether it is a currency. The iOS16 upgrade also allows you discover a subject in a picture after which remove it form the background, enabling you to stick it anywhere like a sticker.
Everyone knows Apple has got something up its sleeve that can have a huge impact within the AR world and make a splash within the metaverse, but clearly it isn’t ready to offer us ‘yet another thing’ just yet.
Meanwhile, Amazon just isn’t being so shy, launching a brand new service called ‘Virtual Try-On Shoes’, which you guessed it, lets you virtually try on shoes using AR. The feature is designed to assist brands showcase their products and is an evolution of the launch of a previous ‘Virtual Try-On’ for athletic shirts in April, although that put a shirt on an avatar based on the purchasers measurements.
‘Virtual Try-On Shoes’ initially launches within the U.S. and Canada within the Amazon shopping app on iOS. To use the feature, customers tap on the brand new “Virtual Try-On” button below the product image.
Summary:
Die-hard Apple watchers could also be dissatisfied that we didn’t see the long run of AR at WWDC 2022 but it surely surely won’t be long before Apple reveals its play on this space. Meta’s clarion call for the metaverse began the race for the long run of reality, whether it’s mixed or virtual, commerce will probably be central to this future, as Amazon will probably be hoping to prove and there may be definitely many more announcements to return along the best way.
Further Reading:
TechCrunch | InputMag | Virtual Try-On Shoes | Apple WWDC 2022
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