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by Jason Snell & Dan Moren

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Linked by Jason Snell

Apple is serious about Augmented Reality

Mark Gurman, reporting for Bloomberg:

Tim Cook has talked up a lot of technologies since becoming Apple Inc.’s chief executive in 2011. Driverless cars. Artificial intelligence. Streaming television. But no technology has fired up Cook quite like augmented reality, which overlays images, video and games on the real world. Cook has likened AR’s game-changing potential to that of the smartphone. At some point, he said last year, we will all “have AR experiences every day, almost like eating three meals a day. It will become that much a part of you.”

According to Gurman, Apple is exploring the addition of AR features to the iPhone—this seems like a natural to me, and something that could be done very soon—as well as building a full-on set of AR glasses. (It seems like that product is probably a few years away.)

Apple doesn’t have to be early to the AR hardware game to have a winning strategy. It just needs to be the first company to really do it right and make a product people want to buy and wear on their faces every day.