By Tripp Mickle
Apple Inc. is gearing up for a big push to popularize augmented
reality, launching new hardware and software in the coming weeks
that make it easier for users to shop for virtual couches, slay
digital zombies and drop artificial videos in their living
rooms.
A new high-end iPhone is expected to be unveiled Sept. 12 with a
dual-lens camera system and 3-D sensors that improve depth-sensing
and enhance augmented-reality experiences. Apple's new operating
system, iOS 11, which becomes available this fall, will offer new
augmented-reality capabilities first previewed in June. Meanwhile,
apps imposing virtual images on real scenes in a smartphone screen
are expected to flood the app store from companies ranging from
IKEA to AMC Networks Inc., in hopes of benefiting from Apple's
promotion of augmented reality.
Apple Chief Executive Tim Cook has touted augmented reality,
telling analysts last month: "This is one of those huge things that
we'll look back at and marvel on the start of it."
Katy Huberty, an analyst with Morgan Stanley, said Apple sees
the addition of augmented reality -- which imposes virtual images
over real scenes on a smartphone screen or other device -- as
potentially as transformational for its business as the debut of
the App Store in 2008.
If the technology takes off, she said, it could help
reinvigorate flagging iPhone sales. It also could ease questions
about Apple's ability to innovate.
The hope among some augmented-reality enthusiasts is that Apple
will popularize the technology, triggering consumer trial and
adoption. Some proponents, though, are skeptical about the
technology's immediate potential.
Matt Miesnieks, a partner at Super Ventures, an investment firm
that targets augmented-reality startups, expects most early apps in
the field will become seldom-used novelties. He said features
enabled by Apple's augmented-reality development platform, ARKit,
are limited and it is awkward for people to hold handsets in front
of their faces to commingle real and digital worlds.
"People don't really understand the constraints of smartphone
AR, and they have wildly inflated expectations at the moment of
what's realistic, " Mr. Miesnieks said. He doesn't foresee apps
gaining traction until late next year, when he expects an updated
ARKit with more capabilities.
Augmented reality shot to prominence last year following the
release of "Pokémon Go," a game in which players scoured the real
world, with the help of location-tracking technology, to find
digital monsters superimposed through the smartphone screen. But
public enthusiasm soon faded.
Still, tech companies including Alphabet Inc.'s Google, Facebook
Inc., and Snap Inc. are vying with Apple to drive augmented reality
forward. Google recently announced its own augmented-reality
software system, ARCore, to compete with Apple's system.
ARKit, which Apple released in June, eliminates major obstacles
for developing augmented-reality apps, offering software capable of
tasks like tracking a user's position and estimating the light
available in a room. It also turned an estimated 500 million iPhone
owners into potential customers.
ARKit was so easy to use that Touch Press Inc. was able to build
an augmented-reality world based on the children's book "The Very
Hungry Caterpillar" in about six weeks, a quick turnaround that
surprised the company because previous augmented reality projects
performed inconsistently, said Chief Executive Barry O'Neill. It
used ARKit to identify a horizontal plane, such as a desk, and drop
a virtual caterpillar on top with trees to climb and strawberries
to eat. Children can lead the caterpillar across the room by
walking with an iPhone.
"You know the way Apple makes things easy? They've done it for
engineers, " said Mr. O'Neill. "It just works."
Roughly 40 million people in the U.S. are expected to use
augmented reality at least once a month this year, up 30% from last
year, according to research firm eMarketer. It estimates the total
will rise to 54 million in 2019.
ARKit has raised hopes that retailers can use augmented reality
to help shoppers visualize how their products would be used.
Swedish furniture retailer IKEA is launching an app with 2,000
items, including sofas, armchairs and coffee tables, that people
virtually place in a room and view from different angles. The
images are realistic enough that users can look beneath a virtual
Friheten sofa to see how high it sits off the floor.
"We're closing the imagination gap" for shoppers, said Michael
Valdsgaard, a senior IKEA executive.
ARKit also promises to expand augmented-reality gaming beyond
"Pokémon Go." AMC is developing a "Walking Dead" app that imposes
virtual zombies on the real world. Other developers, including the
Food Network and Giphy Inc., are launching social apps for sharing
photos of virtual cupcakes or GIFs of "Fresh Prince of Bel-Air"
character Carlton Banks dancing in a room.
Apple's embrace of the technology has stoked anticipation it
will introduce glasses in the future that bring augmented reality
from people's hands to their faces. Mr. Miesnieks, the partner at
Super Ventures, said Apple is as many as three years away from
launching augmented-reality glasses because the sensors and
algorithms behind ARKit couldn't currently fit into traditional eye
wear.
Apple declined to comment.
Write to Tripp Mickle at Tripp.Mickle@wsj.com
(END) Dow Jones Newswires
September 08, 2017 09:29 ET (13:29 GMT)
Copyright (c) 2017 Dow Jones & Company, Inc.
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