Apple purchases AR headset firm Vrvana for $30 million?

Apple purchases AR headset firm Vrvana for $30 million?
The next big product expected from Apple could be the company's AR glasses that the tech titan is reportedly working on. Former Piper Jaffray analyst Gene Muster believes that this product could become bigger than the iPhone. That is a tall order for any device, especially considering what happened with that mess known as Google Glass. While the latter is used in the enterprise, the question still remains whether AR glasses will be widely used by the public.

While no official word has come out of Cupertino regarding an AR headset, there has been praise heaped on augmented reality by no less than Apple CEO Tim Cook. And a report published yesterday claims that Apple has purchased Vrvana for $30 million. Apple didn't confirm nor deny the acquisition. Vrvana is known for its AR headset called Totem, which is still in the process of being developed. Totem is said to be able to project full, colorized digital images over a real world background. Those who have seen the product in use have given it high marks.

With the purchase, Apple's silence about building an AR headset can be ignored. Some Vrvana employees have already joined Apple on the West Coast, and the company's website shows the Totem headset which uses a combination of VR and AR. Not only does the acquisition tell us that the rumors about Apple building such a product appear to be true, it also might allow Apple to take some huge "Mother may I" steps forward toward the end goal of launching such a product, which is due out in 2020.


source: TechCrunch, Vrvana

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11 Comments

1. cnour

Posts: 2305; Member since: Sep 11, 2014

Before you begin, I will say what you will say: Apple is doing the same, buying the technology and then calming that it is invented by them. An old one, try another one.

5. Arch_Fiend

Posts: 3951; Member since: Oct 03, 2015

They were already working on it though, it's only logical that Apple pick up some talented people to speed up the process, just like what they did when they created their own GPU. When you vastly improve upon something that already exist it isn't a copy but a completely different product.

10. sgodsell

Posts: 7605; Member since: Mar 16, 2013

Apple touted that AR is the way to go. However they realize that VR is needed as well. Especially if you want the best of both worlds. Plus VR can do some things that AR cannot do. Also take not VRvana offers VR headsets with AR capabilities. The AR part comes from the cameras that are embedded in front of their VR headset. Right now a VR headset is the only thing that can give you the greatest FOV for both VR and AR. So it looks like Apple and their zealots have to eat some crow, especially when a number of them said AR is the way to go, and VR is just a niche. Which just proves how ignorant the herd of sheep really are. ;-)

11. Arch_Fiend

Posts: 3951; Member since: Oct 03, 2015

VR really is cool, wish I could afford one of the nice headsets for my PC! As for Apple, they are always saying s**t and then being a hypocrite by not sticking to what they say. They said face id is better than touch id and can replace it but I would bet money that next years iPhones will come with touch id, maybe not in the screen or a home button but it will find it's way back.

6. Peacetoall unregistered

there's nothing wrong in it. every big companies does this.

2. copasetic

Posts: 6; Member since: Jan 07, 2010

You are correct. They always did have the best marketing in the business. And some of the best attorneys. It's how the first apple laptops were made.

3. Klinton

Posts: 1409; Member since: Oct 24, 2016

'They always did have the best marketing in the business.' Not true! All the marketing is coming not from Apple but from the media. For free. Because they all hold Apple stock. And because Apple is US company.

4. Klinton

Posts: 1409; Member since: Oct 24, 2016

When I see such rumors, I know that some other smartphone company is already working on this.( at the final stage). And this rumor is for, to make Apple look first. Same what happened with the smartwatch. LOL

7. BuffaloSouce unregistered

Can you clarify which other smartphone company is at the final stages of releasing a AR headset?

8. worldpeace

Posts: 3135; Member since: Apr 15, 2016

Microsoft is smartphone company? right? :v Btw, MR headset will flood market next year, just because people love gaminghttps://www.microsoft.com/en-us/store/collections/vrandmixedrealityheadsets

9. Klinton

Posts: 1409; Member since: Oct 24, 2016

I remember how Samsung were ready with first smartwatch, when Apple started to rush up with Apple watch. That's why the first Apple (lame)Watch delay so much. No normal person could believe that Apple Watch was developed for so many years, cause nothing of the tech there existed before that,

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