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What happens if that person does what many people are already doing - paying more attention to the screen on their smartphone while walking around in public instead of remaining aware of potentially dangerous obstacles around them? Hospital visits, or worse. For example, it's now possible to create an AR app that will use GPS to direct a person to walk into the middle of an intersection to take a selfie with a virtual celebrity they've been looking for all day that's part of some promotional Easter Egg hunt. A new approach toward the relationship between the user and their device in real-world situations. This new AR paradigm requires a complete rethinking of computing interfaces. Real, immersive AR comes with the prospect of transforming the entire world around us into interactive objects that can have real-world consequences.

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So while the most current immersive computing platform with the most pop culture traction is VR, with Hollywood regularly announcing VR deals, studios, and movie tie-in apps, it's clear that AR is where the long-term bets are being placed.īut aside from the logistics of getting the mobile AR toolkits into the hands of developers, and then seeding the consumer market with apps that go beyond furniture arrangements and virtual stickers, is the challenge of wrapping our collective minds around exactly what is and isn't possible with AR. According to a recent PwC report, AR investment is outpacing VR investment in every category, with the most dramatic differences being in the automotive, retail, and media/telecom categories. That growth is being fueled by increases in investment into augmented reality companies. 'This is largely due to the fact that AR is no longer the future, it's available today and it will be available on more than 1 billion devices in the marketplace by the end of 2018.' 'We are seeing now with AR is that there is a real and tangible opportunity to reach more consumers,' Tony Parisi, the head of VR and AR at Unity, told me just last week. We can expect that number to grow every month in 2018 as developers try their hands at attracting AR app customers. According to Apple CEO Tim Cook, as of a couple of months ago, there were already over 1,000 AR apps in the App Store. Still, it's a bit surprising to find that there aren't more AR hits in the App Store.

Part of the issue in the case of ARKit is the fact that the public didn't get its hands on iOS 11 until September. Combined these two developer platforms promise to reshape, at least virtually, the entire world around us through the screens of millions of smartphones around the world.ĪR investment is outpacing VR investment in every category, with the most dramatic differences being in the automotive, retail, and media/telecom categories.īut first, developers have to build the AR apps and, so far, the going has been slow.

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Not long after, Google realized that the AR train was leaving the station without them, and quickly announced its own competing ARCore platform for Android phones.

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This mobile operating system update allowed users to participate in a more immersive form of AR using many of the iPhones already in our pockets. But half of the year had already expired before Apple took the stage at WWDC in June and revealed its ARKit tool for developers along with iOS 11. In the case of AR, at least in the short-term, that vehicle appears to be the iPhone. In order for any new platform to take off, it needs the right vehicle.

So, is AR in trouble? As with all emerging technologies, the story is a bit more complicated than finding the next viral app. An entire year has now passed, and we have yet to see any new AR app remotely approach the levels of popularity of Niantic's hit. But after all of the virtual monster frenzy died down, it turns out that Pokémon Go, while a strong signal of AR's potential, was, nevertheless, an outlier event.

It seemed clear that, after the success of Pokémon Go in the summer of 2016, the public was eager to begin seeing the world with new augmented reality eyes through their smartphones. At least not for the first half of the year. But a funny thing happened on the way to the future - nothing much, really. Around this time in 2016, the predictions for the next year had reached something of a consensus: 2017 would be the year of augmented reality.