UBS: The next Apple iPhone could have AR features

Apple has teased about introducing augmented reality features to its future products on more than one occasion, but until recently, we didn't know how or when exactly will this happen. Recent rumors have indicated that Cupertino will release a dedicated set of AR glasses for this endeavor, but UBS analyst Steven Milunovich argues that we will first see a more practical approach from Tim Cook & Co.

In a research note that was picked up by Business Insider, Milunovich cites multiple industry sources which state that Apple “may have over 1,000 engineers working on a project in Israel that could be related to AR”. Needless to say, any information that comes from anonymous “industry sources” should be taken with a grain of salt, but these claims fall in line with Apple's recent acquisitions.

The UBS analyst also explains that Cupertino chose to focus on augmented rather than virtual reality because the former offers a more social experience to users, while the latter requires a dedicated headset which often isolates people and renders them blind to the real world.

The fact that AR often simply needs a device's camera to work is also another major advantage for Apple. Rather than spending big money on developing and marketing a new product, the company can just come up with a piece of software or improve the camera sensor future devices to achieve great results. As such, Milunovich believes that this is exactly what Apple will opt to do, and he expects new AR products from Apple to be featured as early as in the next iPhone. These could include 3D mapping tools and “possibly an AR software development kit”.

source: Business Insider via Neowin



1. AlikMalix unregistered


8. sgodsell

Posts: 7573; Member since: Mar 16, 2013

So Apple's next iPhone is going to be the next project Tango device. Especially if there is some 3d mapping tools on board.

10. AlikMalix unregistered

i don't know what it's gonna be - but I'm confident (based on history) it will be trend-setting.

2. liberalsnowflake

Posts: 273; Member since: Feb 24, 2017

good, now iPhone users can actually experience apple new spaceship shape headquarters called ipark and how it was designed carefully by john Ive and his team.

4. mikehunta727 unregistered

Your trying too hard.

3. arming

Posts: 65; Member since: Jul 23, 2016

i dont think so , just a marketing stunt to get more attention as always . just be happy with i8 with amoled which samsung been using for years .

5. AlikMalix unregistered

I have a feeling that iPhones OLED screens will have aligned pixels - not like Samsung's which have pantile arrangement, thus would allow sharp images and text without the need for higher resolution, effectively preserving battery juice and processor resources... (just a thought)...

6. mikehunta727 unregistered

I don't think so because non pentile displays decay faster. That's why they still use Pentile arrangement at the moment because they haven't solved the RGB OLED lifespan issue. Pentile OLED display lasts significantly longer before any "decay" starts to noticeably occur in the sub pixels Iphone 8 will use either same resolution as current Plus and the new i8 plus uses some weird resolution like 2440x1800 or something like that lol

7. sgodsell

Posts: 7573; Member since: Mar 16, 2013

Samsung invested 3.6 billion on AMOLED panel production back in 2015. Then in 2016 Samsung invested another 1.5 billion on flexible AMOLED panels. Remember they have S6 and S7 smartphones with curved edged displays. Remember these panels are not easy to make. So most likely it will use an existing QHD or maybe the new QHD+ display type.

9. mikehunta727 unregistered

besides the Plus @ 1080p (weird internal resolution though before being downscaled to 1080p), iOS has always used wacky resolutions on it's devices, I'd be a little surprised if they moved to standardized resolutions across the line but don't really doubt it

11. AlikMalix unregistered

Would you disagree that Apple has hired third party manufacturers like Samsung, but instructed a completely different specifications for compnents to be built (not off the shelf ready components)? I'm not disagreeing with you, but don't rule out that Apple does engineer its own designs and hires Samsung or w/e to just manufacture it for them

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