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The augmented reality industry made great strides in 2017, but its apex is not even in sight. In terms of software, augmented reality is approaching meaningful mainstream awareness, thanks mostly to Apple and ARKit. Meanwhile, on the hardware side, AR is very much in its infa ...more

By now, you already know that the Magic Leap One ships with an array of apps to immediately get you accustomed to operating in your new spatial computing reality. The first one we're going to focus on is Screens, an app we told you about previously, but only now have managed t ...more

Live Activities is Apple's hottest new feature for iPhone, but it's not always straightforward. Sometimes you'll trigger one without realizing it, but it may seem frustratingly impossible to start one when you really want it. What Are Live Activities? First appearing on iOS ...more

The Super Bowl of bicycle racing, the Tour de France, added augmented reality to its TV broadcast this year. Denmark's TV 2 built a new studio for the broadcast where on-air personalities where able to stand in front of virtual backgrounds and behind a large touchscreen table ...more

The App Store has been around for almost 14 years now, and during that time, we must have seen over a million games come and go and stay and expand. But only a tiny fraction of those games have become blockbuster sensations because of the mighty App Store's reach on iPhone and ...more

In a LinkedIn post published on Tuesday, Microsoft's leading advocate for the HoloLens made a prediction that the mixing of immersive technologies will define augmented reality in 2018. Alex Kipman, the Technical Fellow for new device categories for Microsoft's Windows and De ...more

Master director Steven Spielberg's virtual reality epic Ready Player One is coming to theaters in just a few weeks, but you can get an early look at some of the best parts the latest trailer, "Come With Me," which was revealed on Thursday. But while the film is supposed to be ...more

The Golden State Warriors' Monta Ellis is some kind of basketball freak-of-nature. He just tosses it over his shoulder on his way to the locker room. Just like that. According to Hoop Doctors, "At age 24, Ellis is one of the league’s fastest rising young stars and has earned ...more

Nike has launched an augmented reality design tool at its Niketown store in London that lets shoppers customize sneakers and see their designs on a real product. At the NIKEiD Direct Studio, shoppers can choose color and material selections on an enclosed tablet and see their ...more

There might not be a better brand partnership for the speedy Sonic the Hedgehog character than a fast-food restaurant. For that matter, augmented reality is also the ideal technology for promoting a movie that features an animated talking rodent living life in the real world. ...more

The bandwagon for NFL teams using augmented reality to engage fans isn't exactly full, but it is starting to get a bit crowded. The Philadelphia Eagles (iPhone | Android), the Houston Texans (iPhone | Android), and the Denver Broncos (iPhone | Android) are the latest teams to ...more

When iOS releases in the next few weeks, consumers on both iOS and Android operating systems can expect to see more AR ads in the mobile web browsers thanks to Vertebrae, an advertising platform for immersive media. Next month, Vertebrae will be able to distribute web-based A ...more

The COVID-19 pandemic has practically shut down all sports except for World Wrestling Entertainment, which has continued staging matches without an audience, leaving us sports fans with nothing much to cheer for. While they can't replace live games, smartphone games provide an ...more

Because augmented reality is still so new to so many people, there are a number of would-be experts opining online, often repeating basic facts anyone with a spare 15 minutes can find on their own. That's why it's important to point out when someone delivers what could be cons ...more

It looks like Snap's foray into augmented reality billboards last year was successful, as the company has returned with two more outdoor advertisements for its Snap Originals series. Now through Sept. 24, Los Angeles residents and visitors will have the opportunity to interac ...more

Electronic Arts is inviting players of The Sims Freeplay and their friends to visit the homes of their Sims in augmented reality with a new AR mode that supports multiplayer and persistent content using ARKit 2.0. Available in the Brilliant Backyards update for ARKit-compatib ...more

If you're looking for your gaming fix and nothing on the App Store is piquing your interest, you should give soft-launched games a try. These are games that haven't been released in the US yet because they're getting tested in smaller markets first. Using a simple workaround, ...more

Just as the Transformers animated TV series of the '80s were basically half-hour commercials for toys, a new Transformers AR app for iOS similarly functions as a promotion for the latest installment in the film franchise. Paramount Home Media Distribution has published an ARK ...more

Fashion brand Christian Dior is using augmented reality as a carrot to drive up their follower counts on Instagram. Consumers who follow Christian Dior on Instagram can now unlock a virtual try-on experience for DiorSoLight sunglasses and headbands through the Stories feature ...more

San Francisco-based 6D.ai is preparing to launch a beta of its AR cloud platform that's capable of constructing a real-time dense mesh from crowdsourced data for use in 3D mapping and multi-user AR experiences. The technology captures environmental data from a smartphone's ca ...more

If touring the scenic vistas behind the Lord of the Rings film franchise doesn't persuade tourists to visit New Zealand, perhaps immersive content viewed through Magic Leap One will do the trick. On Thursday, Air New Zealand announced a strategic partnership with Magic Leap, ...more

With the upcoming Memorial Day weekend serving as the unofficial start of summer, Pepsi is turning to Instagram to help sell its soft drinks to quench the thirst of beachgoers and BBQers. This week, Pepsi kicked off its #Summergram (yes, with the hashtag symbol) campaign with ...more

It is almost indisputable that smartglasses and head-worn displays are the future of augmented reality. However, at this precise moment, they are still a very niche market. Those who have been in the presence of a HoloLens, Meta 2, or Magic Leap One have witnessed how powerfu ...more

If you've been paying attention, you already know that ARKit can detect horizontal surfaces and estimate ambient light, but did you know that it can also help you improve your soccer game? A new app called myKicks uses ARKit to help set up a unique soccer (or "football" if yo ...more

When it comes to the athletic footwear retail game, it's just not enough to just sell shoes anymore. Count Puma as the latest brand to pump up the customer experience in its stores with augmented reality, as the brand recently celebrated the opening of its flagship New York C ...more

While much of the technical specifications of the Magic Leap One: Creator Edition still remain a mystery, some clues to its internals are hidden among the guides in the now freely-accessible Creator Portal. An article titled "NVIDIA Tegra Graphics Debugger" appears to confirm ...more

After showing off a prototype of the Grordbattle multiplayer first-person shooter at the Game Developer Conference, Magic Leap has added a new Shared World feature in version 0.95.0 of the Lumin OS update released this week. Shared World, which is still an experimental beta f ...more

The hype for HBO's Game of Thrones reached proportions as epic as the series itself this week with the latest release of the final season's official trailer, but it's a Snapchat promotion that will truly make fans at SXSW bend the knee. Using what Snapchat calls AR Marker Tec ...more

During the unveiling of its content partnership with the NBA, Magic Leap CEO Rony Abovitz, with an assist from former player/current pitchman Shaquille O'Neal, described at least one of the ways fans would be able to experience sports using the augmented reality device. What ...more

We've all been there. Our phone rings, but we're at a concert or dinner and don't want to spend time sending a text explaining our whereabouts. While ignoring a call is easy, it isn't always the most polite thing to do. What if you could immediately respond with a picture of ...more

The iOS 14.4 developer beta was pushed out a day ago, and now the iOS 14.4 public beta is out and ready for your iPhone. At first glance, there's not much to look at in the new beta release, and it's not yet known if it lays out the groundwork for missing features such as 5G d ...more

When it comes to applying augmented reality to various business functions, as the saying goes, there's more than one way to skin a cat. When it comes to using augmented reality to communicate to customers, carmaker Genesis is opting to inform customers with their Virtual Guid ...more

One of the most prestigious annual events for the advertising industry, the Cannes Lions is the ideal backdrop for Snapchat to show the brands and agencies in attendance what it's got. On Monday, Snap did just that by opening an augmented reality exhibit at the La Malmaison a ...more

While ARKit and ARCore are poised to bring AR experiences to millions of mobile devices, one company is poised to anchor those experiences anywhere in the world with just a set of geographic coordinates. The geospatial augmented reality platform Aireal enables developers to p ...more

Following the surprise release of Magic Leap's SDK on Monday, March 19, Unity, Unreal Engine, and Mozilla followed up by announcing official partnerships with the company. "We are proud to partner with Magic Leap to integrate the Magic Leap platform with Unity," Unity announc ...more

Election Day is like the Super Bowl for network and cable TV news, so ABC News is breaking out the big guns with a new augmented reality experience to win over eyeballs of viewers. With all 435 seats in the House of Representatives, 35 seats in the Senate, and 36 governor off ...more

If you missed out on Black Friday this year, you've got a second chance at saving some big bucks on apps, mobile devices, HDTVs, and other tech. See below for all of the hot Cyber Monday deals from Amazon, Apple, Google, Microsoft, and other online retailers. This list will be ...more

The Association for Computing Machinery's annual Siggraph conference, taking place next week in Los Angeles, will bring researchers from around the to show off their latest innovations in imaging and display technology. This year, the conference has a new headlining act, as M ...more

Now that the NCAA Basketball Tournament is underway, 7-Eleven has decided to launch an augmented reality experience to remind basketball fans where they can quench their thirst throughout March Madness. Available until April 10 in the 7-Eleven app for iOS and Android, the pai ...more

Magic Leap has done a great job of aggressively releasing new apps, software updates, and major franchise tie-ins. But aside from all the creative and entertainment apps, what's it like to use one of the apps the company hopes you'll use every day? One of those apps is the CN ...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

Bud Light being the official beer sponsor of the NFL just makes sense for American football. But what about the NHL, with hockey being the official winter sport of Canada by decree? Enter Labatt Blue, which might as well be the national beer of Canada and includes a hockey pa ...more

Magic Leap's recent flurry of patent applications prompted us to look around for any trademark movements from the company, and it turns out that the Florida-based company has been quite busy. In fact, a number of recent trademark filing updates indicate strong interest in sev ...more

The Lens Studio community, now made up of more than 200,000 creators, has generated some impressive augmented reality effects in the last few years. Amazingly, the groundbreaking Lenses for Snapchat continue to come, often from the internal AR team at Snap. Take, for instance ...more

Baseball fans can now leave their wallets behind at specific stadiums throughout the country. A new upgrade by Appetize to the foodservice and retail technology used at ballparks means you can now use Apple Pay to make purchases at 5 Major League Baseball stadiums. Don't Miss ...more

While most kids his age are busy playing Fortnite, 11-year-old Yumo Soerianto is developing augmented reality games. Kids like Soerianto are the future of the augmented reality field — they'll likely be coming into their own as professional developers right as AR technologies ...more

NBA star Andre Iguodala, of the Golden State Warriors, got to try out a Magic Leap demo in Florida and started dishing out some pretty revealing details about the upcoming mixed reality headset to CNET's Brian Tong. Apparently, Iguodala "felt" something in his hand while he w ...more

In keeping with its focus on loading the Magic Leap One with content at launch, Magic Leap has inked a creative partnership agreement with augmented reality production studio Square Slice Studios. "The team at Square Slice Studios has a reputation for forward thinking and inn ...more