Virtual Reality

June is Pride Month, an annual celebration of LGBTQ+ communities in commemoration of the Stonewall uprising of 1969. With Lens Studio, developers and creators have the capacity to create augmented reality experiences that celebrate a wide variety of interests, including LGBTQ ...more

Apple has a sterling reputation when it comes to managing its supply chain; it's where CEO Tim Cook proved his mettle to succeed Steve Jobs. Now, the company has made a strategic investment with a supplier that will be crucial to its future plans for AR wearables. While Apple ...more

It's Earth Day, which means that nonprofits, individuals, and brands are making a concerted effort to raise awareness of environmental issues and how to change behaviors to reverse impacts of pollution, deforestation, and suburban sprawl, among others. Leading the charge is S ...more

Microsoft believes its Mesh platform can help developers build immersive AR apps more easily. We spoke with a member of the Microsoft team to learn more about the platform. Meanwhile, one of the companies appearing on stage during Microsoft's AR event where Mesh was unveiled, ...more

Outside of plastic surgery disasters or costumes, augmented reality is the closest we can get to morphing our likenesses into those of animals. We've previously shared an anthropomorphic AR Lens that turns you into a horse. This week, we have two more examples of animal trans ...more

Amid the coronavirus chaos, two companies at the forefront of augmented reality technology took starkly different approaches to their upcoming developers conferences, as Facebook has canceled its annual F8 conference and Magic Leap plans to invite a limited number of attendees ...more

We may or may not see Apple's long-awaited take on AR smartglasses this year, but the company is more than getting its practice swings in with its current wearables business, which hit record revenue in 2019 according to financial results released this week. Aside from Apple' ...more

While the long-awaited HoloLens 2 officially arrived this week, details leaked about another, arguably longer-awaited AR headset, the fabled wearable from Apple, and a previously undisclosed partner assisting the Cupertino-based company with the hardware. On the development f ...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

Long before the HoloLens or the Magic Leap One, a California-based team of independent filmmakers envisioned what the future of augmented reality might look like. Now, after millions of people viewed the initial short film called "Sight," the directors, operating under the na ...more

The future of smartglasses for consumers seems ever dependent on Apple's entry into the market. Coincidentally, the exit of Apple's long-time design chief Jony Ive has shed some light on that eventual entrance. Meanwhile, as the enterprise sector of AR continues to expand, on ...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

During Huawei's P30 smartphone launch event on Tuesday, the China-based company unveiled a surprise addition to its line-up: smartglasses. The device is launching in partnership with South Korean fashion eyewear company Gentle Monster. Don't Miss: Snap Rolling Out New Specta ...more

Unless you're one of the world's top golfers, there's a good chance you are not stepping onto the fairways of Pebble Beach Golf Links this weekend. Nevertheless, the PGA is making it possible for golf fans to get closer to the action at the famous Florida course than those wh ...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

Two companies armed with web-based augmented reality tools, Vertebrae and Shopify, are ready to help online retailers boost their sales. It takes some real backbone to wear certain styles of hats in public, so it is fitting that Tenth Street Hats partnered with Vertebrae to i ...more

With the reveal of Magic Leap's developer documentation last week, many questions have been answered—and several new ones have been raised as well. But since the Magic Leap One (ML1) isn't simply called the "Leap One," these are questions that the company probably has no inter ...more

Building virtual portals are popular practice for developers to demonstrate the "wow" factor of augmented reality. Since the introduction of Apple ARKit, several demonstrations have shown how iPhones and iPad users will have access to their own alternate worlds when iOS 11 ar ...more

Don't look now, but stock photo mega-site Shutterstock may have the most extensive library of augmented reality content available. The company recently added the "View in Room" augmented reality tool to its iOS app, enabling users to preview approximately 250 million images o ...more

We don't know exactly what form 5G cellular technology will take, but it intends to bring faster Wi-Fi-like performance to mobile devices. While that'll provide major advantages to lots of connected technology, PC Magazine notes that it could be what augmented and mixed realit ...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

Google and Snap held their annual conferences this week, and both companies managed to upstage their new AR software features with fantastic new AR hardware. After Snap unloaded a deluge of new AR capabilities and tools for creators and brands on Thursday, it dropped the mic ...more

The race for the future of AR wearables gained steam this week with several pivotal developments. First, Apple, the subject of numerous reports and rumors regarding its purported AR headset, is reportedly eyeing an in-person unveiling of the device for later this year, rather ...more

After receiving $100 million in funding in 2018, smartglasses maker Rokid is going the crowdfunding route to finance its latest product. On Tuesday, Rokid launched a Kickstarter campaign to fund Rokid Air, AR smartglasses that serve as a virtual display by tethering not only ...more

The 2021 season of Major League Baseball (MLB) is in full swing, and now that vaccines are widespread in the US, major baseball stadiums are allowing fans back in at full capacity. But for those either without the time to attend or still comfortable observing developments fro ...more

With fears over the COVID-19 pandemic subsiding, live concerts are returning. And Doritos wants to send music fans to a few of them via an augmented reality promotion. Dubbed "Mark Your Play," the campaign is centered on scannable posters, denoted by a Doritos chip displayed ...more

We already know that the US Army will be using its modified HoloLens 2 for special missions, and major businesses are deploying the augmented reality device for enterprise use cases. Nevertheless, despite Microsoft's mostly business-focused push for the advanced AR device, th ...more

Like its predecessors WandaVision and Falcon and the Winter Soldier, Marvel's latest series for Disney Plus, Loki, has its own augmented reality experience. However, while the former titles did not debut their AR content until just ahead of their respective season finales, th ...more

Ever since Snapchat rebuffed its acquisition attempts, Facebook has morphed Instagram with features from Snapchat, such as stories, chat, and, of course, augmented reality. With regard to augmented reality, Snap is iterating at a fairly rapid pace. At its Snap Partner Summit ...more

Throughout the COVID-19 pandemic, Facebook enjoyed a boost in sales of Portal, its smart video cameras with AR effects, as social distancing became the norm. Now, with the pandemic continuing despite the deployment of several vaccines, the Portal portfolio is positioned to be ...more

When Microsoft unveiled Mesh a couple of weeks ago, the move revealed a major part of Microsoft's next steps toward dominating the augmented reality space, particularly with regard to enterprise customers. But aside from the general details contained in the announcement, what ...more

With non-fungible tokens (NFTs), particularly those that are 3D in nature, holographic displays are becoming more indispensable for those looking to show off their valuable works of art. Now, Japanese electronics maker Ricoh, a name typically associated with printers and copi ...more

The realm of science fiction isn't all lasers and cute green toddlers, sometimes alternate science history is sci-fi, too, as exampled by the Apple TV Plus series For All Mankind. Now, in a bid to promote the second season of the space-based series, Apple has launched a new a ...more

While most established media brands are satisfied with copying Pokémon GO to jump into augmented reality gaming, at least one property is taking a slightly different approach. Launched this week, Wallace & Gromit: The Big Fix Up is a mobile game fitting into the life simulati ...more

In this year of everything going virtual and remote, it makes even more sense now that Hollywood is leaning heavily on augmented reality. In this case, it's HBO using AR to promote its highly-acclaimed original programming. After developing a series of AR experiences via Snap ...more

The response to the COVID-19 pandemic means that social distancing has become the new normal. It also means that more Americans are using video conferencing to connect with colleagues working from home or friends and family in quarantine because of the new coronavirus. In gen ...more

We've been so worried about volumetric scans possibly robbing celebrities and performers of their agency and right to control their image that, somewhere along the way, we forgot that scans may not always be necessary to produce passable holographic performances. That's the d ...more

After facing reports of financial troubles over the past month, Magic Leap came out swinging this week with a big push for the enterprise segment of AR, including a repackaged Magic Leap 1, a suite of enterprise apps, and updates to Lumin OS and its supporting development ecos ...more

Along with rebranding Magic Leap 1 for enterprise customers, Magic Leap has gifted its developer community with some new toys with a tease of more to come in 2020. On Tuesday, the company not only introduced a consolidated package of new and existing developer tools that it c ...more

The latest immersive production from Magic Leap Studios finally got its debut on Monday at Siggraph, during which the company also released the app to the general public, so we took it for a spin. It's called Undersea, and its goal is to submerge you in a virtual environment ...more

By now, you've probably already seen Andy Serkis and his performance capture demo for Magic Leap. And sure, marrying motion capture acting and augmented reality sounds compelling, but how does it really work as an experience? A few days ago, I had a chance to find out, thanks ...more

Welcome to the first annual Next Reality 30, our list of people who've made the biggest impact on the augmented reality space in the last 12 months — and what a 12-month roller-coaster ride it's been. Apple introduced ARKit-powered apps last fall, Google launched ARCore for An ...more

I've had a few days to live with the Magic Leap One, and it's time to finally weigh in with some thoughts as someone who has been tracking this company from the beginning, for almost five years now. Let's get right to the meat of the matter: Magic Leap One is not a flop. Not ...more

With the announcement of ARKit 2.0 at WWDC 2018, Apple is bringing some powerful new capabilities to mobile augmented reality apps this fall. Shared experiences, persistent content, and 3D object recognition will enable more social, transcendent, and immersive experiences for ...more

After spending a good portion of 2017 teasing us with images and bits of news, Lenovo, in a partnership with Disney and Lucasfilm, has finally released its Mirage AR headset along with the Star Wars: Jedi Challenge game collection. Let me preface this hands-on experience by l ...more

Augmented reality sells, but who's buying? Over the past week, two companies made executive hires to capitalize on the growth of augmented reality as a service to sell to other businesses. Meanwhile, two companies joined forces to offer augmented reality tools to headset maker ...more

Last June, Meta began shipping their Meta 2 mixed reality headset, to the delight of many. In September, it was announced that shipping had been delayed until the end of the year. Then it appeared that Christmas would bring something magical when Meta sent out an email four da ...more

Amazon has been toying with the idea of opening physical retail stores for some time now, even opening old-fashioned bookstores in select locations and teasing cashier-less convenience stores. But the online retailer has some new ideas in the works, including implementing virt ...more

In recent years, wave after wave of technological advancement has led us down roads that are beginning to look more and more like science fiction stories. In their efforts to bring us from science fiction to science fact, Microsoft Research showed us a new communication medium ...more

If you're in the market for a new tattoo, the biggest hurdle to clear is imagining exactly how it's going to look. It's going to be part of your identity for the rest of your life, so you have to make sure it looks just right—or as your mom probably told you, "Think of what it ...more

Since its purchase by Microsoft in 2014, Minecraft has regularly been pushed to new platforms such as Windows 10, Wii U, and Fire TV. In that spirit, Microsoft-owned Mojang has been developing virtual- and augmented-reality versions of the blocky sandbox game. Recently, Oculu ...more

Snapchat continues to deepen its roster of clients adopting its Shoppable AR Lens, with clothing giant Levi's and Disney becoming the latest brands to try on the e-commerce platform for size. Accessible via a Snapcode posted on Twitter and on display in the Disney Springs Lev ...more

Apple announced their new iPhones today, and the 7 Plus features two camera lenses on its backside. That could push smartphone photography ahead in a major way. It may also serve as the basis for their foray into virtual, augmented, and mixed reality. HTC Vive Lighthouses. A l ...more

It's impossible to predict the future, but it's fun to try. Adapted from Daniel H. Wilson's short story of the same name, filmmaker Giacomo Cimini's short film "The Nostalgist" shows a futuristic world where mixed reality serves as an escape from a less-desirable physical wor ...more

Augmented reality began on smartphones but technical limitations have prevented further development. Google's Tango (formerly Project Tango) aimed to change all that, and with Lenovo's help, they now have their first device. Check out the features in this video from Lenovo: V ...more

The team at NASA is in full mission preparation mode as they prepare to send a new team to the moon for the first time in decades via the Artemis program in 2024. But one of the key points of interest in that upcoming mission is the fact that NASA will also be sending the fir ...more

Facebook Reality Labs chief Andrew "Boz" Bosworth does a lot of hinting and teasing of what's coming next at Oculus, often with only a vague timeline on the horizon. However, on Friday, Boz finally delivered on a big tease he last highlighted back in April, and it has everyth ...more

Augmented reality technology is often likened to magic powers, so it is fitting that a new AR experience featuring the Harry Potter franchise uses the newest AR tricks from Facebook and its Spark AR platform. With Harry Potter and the Cursed Child returning to Broadway this f ...more

In these times of social distancing, video calling is becoming the technological substitute for face-to-face connections. For those who carry an iPhone, the art of video calling defaults to FaceTime, the native app on iOS that is exclusive to Apple devices. But what do you do ...more

Now that Snapchat has extended its virtual try-on powers from the face and feet to the wrist, Samsung is leveraging the new capability, along with an interactive twist, to sell its smartwatches. Samsung Electronics UK partnered with Snapchat to run a virtual try-on for Samsun ...more