Augmented Reality

Another entrant into the do-it-yourself AR content creation market has emerged, as Zappar has updated its ZapWorks Studio software to include features for development newbies. Available now, ZapWorks Studio 5 brings a new feature called Actions that enables users to build AR ...more

Many Americans will celebrate the start of the summer this Memorial Day weekend with backyard cookouts, and two brands hope to solidify their invites to those parties through augmented reality experiences in Snapchat. MillerCoors is running a Sponsored Lens that puts virtual ...more

On Tuesday, original design manufacturer (ODM) Flex used the CES spotlight to help introduce a smartglasses reference design aimed at companies interested in bringing their own enterprise AR headsets to market. Flex AR is a head-mounted display with a similar form factor to H ...more

Until self-driving cars become mainstream, augmented reality might be the next big technology to hit your dashboard. AR navigation company WayRay recently walked away with the grand prize at the AutoMobility LA trade show, beating out nine other startups with innovations incl ...more

At the Augmented World Expo Europe press conference in Munich today, RE'FLEKT will unveil the addition of remote video calling to their RE'FLEKT One enterprise augmented reality platform, in addition to ARKit and ARCore apps that demonstrate the platform's capabilities. Like ...more

During his opening address on April 18 at F8, Facebook's developer conference, CEO Mark Zuckerberg launched the company's augmented reality platform centered on artificial intelligence-powered cameras. The new AR platform will allow developers to display information, add digi ...more

While augmented reality is mostly in the minds of consumers in the form of Pokémon GO, AR has been popular behind the scenes, with AR companies marketing it as a tool to help business operations become more efficient. This business-to-business market is the target of the new a ...more

This was a busy week in the tech space. After everyone got over the major announcements of Apple's latest, we examined the metaverse through the lens of Hollywood, and then took a closer look at Facebook's first smartglasses. We also took a trip back through history using Sna ...more

Amid a troubling resurgence in coronavirus cases, led by the new Delta variant, augmented reality is once again moving back into the spotlight as a solution, especially now that the move to return to offices has been stalled. This week, a few developments in the AR space offe ...more

Mixed reviews of Magic Leap One aside, it would be hard to deny that Magic Leap has had a big year. And the AR unicorn isn't coasting to the finish line, with a number of new apps dropping and prescription frames finally arriving to bring relief to those who wear eyeglasses. ...more

ARKit is a marketer's dream. By providing tools for creating augmented reality experiences on mobile devices, AR apps can now be deployed easily alongside just about any campaign. As expected, we now have ARKit apps pushing wares ranging from automobiles to tequila. Of course ...more

This week's Market Reality covers a variety of business news from acquisitions and partnerships to competitive and technology assessments to quarterly financial results. Upskill Bolsters Product Portfolio with Pristine Acquistion Enterprise augmented reality software provide ...more

The hype around augmented reality has risen to a fever pitch over the past two years, and if this week's selection of business news stories are any indication, the din is about to get down right deafening. That's because the Microsoft's follow-up to the original HoloLens is a ...more

Reading the augmented reality news lately has felt a bit like reading a John Grisham novel, as the business side of things has dripped with legal drama. This week alone, a patent infringement case involving Meta Company (or what's left of it) approached its climax. Meanwhile, ...more

Despite its status as a hot commodity amongst emerging technologies, the augmented reality industry is not immune to the ebbs and flows that occur in every industry. As Microsoft prepares to unleash the sequel to original HoloLens, Meta Company has crashed and burned, as the ...more

The results of Microsoft's $480 million contract with the US Army are on display and users continue to test the suped-up version of the HoloLens 2. Also, the enterprise segment of the AR industry continues to look attractive to investors, as startup Talespin has raised a new ...more

When it comes to the business of augmented reality, companies that aren't already introducing new products or apps are focused on producing the AR technology of the future. But in the realm of real products and apps, Magic Leap continues to show off what its headset can do, th ...more

Now that the Magic Leap One is out in the real world, the mystery behind the company lies not in whether it will actually ship a product, but when it will ship a consumer product. Or, does CEO Rony Abovitz steer the company in a different direction first? Meanwhile, another c ...more

While Magic Leap turned heads at the Game Developers Conference with AR experiences at the Unity and Unreal Engine booths, news broke that the company was the winning bidder for ODG's patents. Speaking of GDC, Epic Games used its pulpit at the conference to announce a new fun ...more

Innovation Congress starts tomorrow, but its creator, Jason Keath, spoke to Next Reality today about the future of augmented reality. Innovation Congress is an event meant to discuss strategies for businesses to stay competitive in the future, with technology trends shifting ...more

In years past, the Consumer Electronics Show (CES) mostly dabbled in the future as far as the long-term vision for augmented reality was concerned. This year, however, objects in the future are much closer than they appear. While the outlook for truly mainstream AR smartglass ...more

Developers and enterprise customers chomping at the bit to get their hands on HoloLens 2 may not have to wait much longer, as Microsoft passed one of the remaining hurdles needed to release their new tech into the wild. But Microsoft isn't the only tech giant with new augment ...more

This week, at its developer's conference, Samsung took the wraps off a new tool from Wacom that bestows the S-Pen with AR powers, as well as its own entry to the AR cloud market called Project Whare. But while Samsung is just starting to float its AR cloud to developers, Nian ...more

Finland-based Rovio, one of the pioneers of mobile gaming, is now ready to break new ground in augmented reality with its Angry Birds franchise. Along with its AR development partner, Sweden-based Resolution Games, the publisher is following up Angry Birds FPS: First Person S ...more

As one of the leading makers of processors for smartphones, Qualcomm further bolstered its place in the market with the announcement of the Snapdragon 865 earlier this week. On Thursday, the company took yet another step towards the future of augmented reality headsets and sm ...more

Now that Microsoft has squarely focused on the enterprise market with the HoloLens 2, it appears Lenovo is content to play follow-the-leader with its new augmented reality headset. On May 13 at its Accelerate conference in Orlando, Florida, Lenovo unveiled the ThinkReality pl ...more

This week's Apple earnings offered a report of solid performance and guarded optimism about future iPhone sales, which may be impacted later this year by issues around the current coronavirus epidemic in China. But what seems to have surprised many on Wall Street are the stro ...more

Augmented reality gaming startup Tilt Five is ready to reinvent old school Dungeons & Dragons-style games for the modern age with its augmented reality headset and tabletop game system. The company showed off the gaming headset, along with the wand controller and game mat tha ...more

Last week, Twilio showed off how avatar-based chat communications will work on the Magic Leap One, and now a new startup has unveiled yet another way that augmented reality telepresence and remote collaboration can take place on the device. Emerging from stealth on Wednesday, ...more

The Metaverse, or AR cloud, has been a sci-fi dream for decades, but only recently have companies begun to actually develop the technology to build it. With its latest funding round, Epic Games is suddenly a front-runner in this pursuit. Likewise, smartglasses are another of ...more

It's already been a banner year for mergers and acquisitions in the augmented reality industry, with WaveOptics and Ubiquity6 among the notable companies acquired. Two of the more active M&A players, Snap and Epic Games, continued their respective buying sprees this week with ...more

You already know that the best place to learn about the cutting edge of augmented reality is Next Reality, but the best event to meet the people and companies pushing the space forward is the annual Augmented Reality Expo (AWE), and we're giving away free tickets! The event g ...more

We last saw China-based augmented and virtual reality headset maker Shadow Technologies at last year's Augmented World Expo, where they had the Action One, one of the wildest augmented reality headsets we've seen, on display. This week, the company re-emerged with Shadow Air, ...more

Despite less than glowing reviews from critics, the latest installment from the Harry Potter spinoff movie series, Fantastic Beasts: The Crimes of Grindelwald, is winning at the box office. Now, to help build on its holiday momentum, the film is getting another promotional as ...more

One of the more compelling human interest stories of the summer has been the plight of the Thai Wild Boars soccer team, who were trapped in a cave for weeks. To show just how perilous the largely unchartered cave was, The New York Times has transported its readers into an aug ...more

With all the hype around Magic Leap's recent launch, it's easy to forget that augmented reality hardware is still very much in its infancy. While we marvel at what is available now, researchers are still finding ways to design and produce more sophisticated components for next ...more

The augmented reality cloud and multi-user experiences are shaping up to be one of the hotter areas of augmented reality, and now Google is the latest entity to back these emerging branches of AR. GV (formerly known as Google Ventures), the investment arm of Google parent com ...more

Arthur van Hoff, former CTO and co-founder of Jaunt, is taking his immersive content talents to Cupertino. As Variety reports, van Hoff began working at Apple as a senior architect this month, after ending a handful of technical advisor commitments listed on his Linkedin prof ...more

Web-based mobile augmented reality technology continues to gain momentum as Google is set to expand the standard for immersive web content to AR. Chrome 81, which was released in beta on Thursday, brings support for augmented reality content via the WebXR Device API, the acce ...more

The cosmetics brands are among the earliest adopters of augmented reality, using virtual try-on tools to preview shades of makeup before buying. But, on Monday, fashion brand Christian Dior took a different approach, using Facebook's Spark AR platform on Instagram to deliver ...more

Everyone seems to be talking about Elon Musk's new futuristic Tesla Cybertruck, the vehicle that either looks like a cool moon rover or an outlandish video game replica, depending on your tastes. That's why it's no surprise that early HoloLens 2 partner Trimble decided to joi ...more

The spatial computing world of Magic Leap is no longer limited to the rarefied tones of Sigur Rós and Sennheiser's Ambeo Augmented Audio app. Now, the entire music universe will be at your augmented reality fingertips. On Wednesday, Spotify launched its music app specially ma ...more

All Kohl's wants for Christmas is Snapchat augmented reality. In conjunction with a holiday pop-up hosted in New York City from Nov. 7 through Nov. 10, Snapchat ran a sponsored portal lens available to targeted Snapchat users in the AR carousel. The experience gave users the ...more

Hip-hop artist Drake once rapped that "goin' online...ain't part of (his) day," but that's not stopping him from promoting his new double album, Scorpion, via augmented reality on Snapchat. Using Snapchat's Shoppable AR platform, the experience puts users into Drake's hoodie, ...more

Over the past two years, Apple's Worldwide Developers Conference (WWDC) has become a showcase for new ARKit capabilities. This year, it could offer more information related to Apple's long rumored augmented reality wearable. According to sources close to the matter speaking t ...more

The augmented reality industry has an insatiable lust for 3D content, which makes an investment of $48 million into Matterport a no-brainer for investors. This week, the 3D content capture company confirmed the investment via Twitter, stating that it had closed the funding ro ...more

While Snapchat augmented reality often embraces pop stars like Drake and Ariana Grande, a couple of bands from the louder side of the music industry have found a home with Facebook. First, Slipknot has published an AR experience via Facebook's Spark AR platform to promote the ...more

Despite the fact that over 600,000 Snap Lens filters have been created since Lens Studio debuted in 2017, and Facebook is reporting that more than a billion users have interacted with its Spark AR filters across Facebook properties, social augmented reality filters get a bad r ...more

From all the demos we've seen, we know for sure that the marketing world is going to change drastically thanks to Apple's ARKit. We've already started to see examples of it like the giant iPhone advertisement that let you get a large scale 3D look at the newest iPhone and all ...more

Rumors are what Apple dreams are made, so most of the time it's best to ignore the juicy ones -- but some Apple rumors demand a least a little attention. Such is the case with the latest tantalizing breadcrumb that claims that the Cupertino, California-based company is workin ...more

As part of the Samsung Development Conference today, Samsung unveiled that they will expand support for Google's ARCore platform to include the Galaxy S8+ and Galaxy Note 8. Clay Bavor, Google's vice president of virtual and augmented reality, took the stage at the Moscone Ce ...more

The long-awaited augmented reality game based on the Harry Potter franchise from Pokémon GO masterminds Niantic is closer to release, as the developer has begun public beta testing of the app. On Tuesday, the beta version of Harry Potter: Wizards Unite, built in partnership w ...more

Augmented reality wearables maker ThirdEye Gen, Inc. has officially released what it claims are the "smallest mixed reality glasses" in the X2, which will be available for hands-on demonstrations at the company's CES 2019 booth this week. The sequel to the X1 model, the X2 pa ...more

It used to be that the best kind of swag was T-shirts and hats from your favorite music artists, but now the symbol of casual insider cool falls to the tech companies, and Snapchat has just joined the ranks of branded apparel purveyors. On Thursday, Feb. 1, Snap Inc. launched ...more

Apple's annual iPhone launch is set for Sept. 10 and iOS 13 is expected to be released soon thereafter, but it appears that the likelihood of a "one more thing" reveal just got a big boost. Documentation of the latest internal build of iOS 13 reportedly includes references to ...more

Google's Pixel smartphone had a decent head start as one of the first devices to offer ARCore, but that early exclusivity has been frustrating for some Android device owners. Some of that frustration was relieved when Google added more Android devices to the ARCore list in Feb ...more

A partnership between augmented reality company Zappar and IoT services provider EVRYTHNG will bring AR experiences to consumers while supplying market data to brands. Customers who scan specially-marked packages via Zappar's app or the brand's app integrated with Zappar's se ...more

With augmented reality comes an infinite realm of possibilities for storytelling. We have seen it through wineries telling their history with interactive AR experiences and through authors that use augmented reality to bring portions of their books to life. However, filmmaker ...more

There is now another way for doctors to use augmented reality in operations. This time, it's for plastic surgery — Specifically facial surgery. The HoloLens has been used in operations before, notably for spinal surgery. Don't Miss: Two Doctors Simplify Spinal Surgery with t ...more

In recent days we've covered the marriage of augmented reality and top-tier music artists. This time, though, the music stars are showing off the tech rather than integrating it into their act. On Tuesday, Lisa and Jisoo, two members of one of the biggest K-Pop groups on the ...more