Apple jumps on the AR bandwagon

Claims it is working on a new AI platform

Fruity cargo cult Apple is trying to convince the world it is “coming up with something new” by talking a lot about Artificial Reality.

It is a fairly logical development, the company has operated a reality distortion field to create an alternative universe where its products are new and revolutionary and light years ahead of everyone else’s. It will be curious to see how Apple integrates its reality with the real world, given that it is having a problem with that.

Apple CEO Tim Cook has been doing his best to convince the world that Apple really is working on something. He needs to do this as the iPhone cash cow starts to dry up and Jobs Mob appears to have no products to replace it.

In an interview with The Washington Post published Sunday, Cook said Apple is “doing a lot of things” with augmented reality (AR), the technology that puts digital images on top of the real world.
He said:

“I think AR is extremely interesting and sort of a core technology. So, yes, it’s something we’re doing a lot of things on behind that curtain we talked about.”

However Apple is light years behind working being done by Microsoft with its Microsoft’s HoloLens headset and the startup Magic Leap’s so-called cinematic reality that’s being developed now.

Cook appears to retreat to AR whenever he is under pressure. But so far he has never actually said that the company is developing any.

Appple has also snapped up several companies and experts in the AR space. And in January, the Financial Times claimed that the company has a division of hundreds of people researching the technology.
But AR would be a hard fit to get a product out which fits Apple’s ethos and certainly not one for years. Meanwhile it is unlikely we will see anything new before Microsoft and Google get their products out.