Apple Considering AR Tech For Autonomous Driving System [REPORT]

While Google, Microsoft, and Facebook move ahead with their augmented reality applications, Apple has yet to unveil an augmented or virtual reality product yet. Now, well-known Apple analyst Ming-Chi Kuo has stated that it could still take the Cupertino-based company up to two years to jump into the AR/VR market. 

The news was first reported by Apple Insider, which obtained Kuo’s investor note where he talked about Apple’s work on augmented reality.


“Assuming Apple successfully develops AR, we predict the firm will enjoy the following competitive advantages: (1) redefining existing key products and leading competitors by three to five years,” says Kuo. “For instance, this could happen for iPhone, iPad and Mac; (2) eliminating obstacles of Apple Watch and Apple TV by offering an innovative user experience; and (3) entering new business fields, such as autonomous driving system.”

Microsoft Corporation and Alphabet Inc. have both launched their respective AR and VR headsets and equipment into the market already. Facebook’s Oculus Rift and HTC Vive are also two high-end PC devices for VR, but Apple remains adrift of the pace being set by other companies. The Cupertino-based tech giant has yet to show something when it comes to AR and VR, and it could still be some time before we’re treated to Apple’s take on what could be the future of display.

Ming-Chi Kuo has a reputation for being well-connected and well-informed when it comes to Apple news, and he has now said in his investor notes that Apple could implement an AR system similar to the way Pokémon Go has utilized the iPhone’s camera and display. He commented that the technological and industrial design leaps made with iPod led to the iPhone’s creation, and later tremendous success, and Apple could now go down the same route for AR through advancements made in the iPhone.

Another application for AR technology from Apple could be in the form of controls in an autonomous car, but due to the uncertainty around Project Titan, it is yet unsure whether it would implement the features on its own hardware, i.e. an Apple Car, or provide a user interface mechanism for control using Siri on other cars.

In what way do you think Apple might implement augmented or virtual reality applications in the future?

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