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If there is one constant in currently available AR headsets, it’s that, for a quality experience, they’ll carry a high price tag. Price is one of the reasons these devices are mostly marketed towards enterprise customers for now. And that’s the case with HoloLens 2, generally considered the best on the market at the moment. Now, Microsoft has taken a step to pitch its AR solution for specific use cases with a variation on the device. But Microsoft hasn’t even set the high water mark on prices for AR headsets. That badge goes to Canon’s Mreal S1, which costs more than most midsize sedans… more

Rumors around Apple’s not-so-secret development of an AR/VR headset have been prevalent throughout the young year, but the latest round of reports move speculation of the device into a clearer view. The latest leaks give us not only specifications but also an artist’s rendering based on leaked photos of the headset, as well as a possible timeline for release from analysts based on supplier reports. Don’t Miss: Apple Buried a Detail About iPhone 11 Pro That Moves It Closer Toward a Future AR Smartglasses Product On Thursday, The Information (paywall) reported that the new Apple device will… more

Despite the unfortunate social media-driven association of Corona beer with the virus behind a global pandemic, beverage maker Constellation Brands has pushed its marketing forward like a lime through the mouth of a beer bottle. The brand’s latest effort leverages an AR experience to entice drinkers with the Corona Hard Seltzer line of “spike sparkling water.” Don’t Miss: Blippar Adds Landmark Recognition to Its Bag of AR Tricks Built on Blippar’s web-based AR technology, the AR experience opens a portal to a virtual beach, perhaps somewhere in Mexico, with the various flavors of Corona… more

Ever since the US Army awarded Microsoft’s HoloLens a $480 million contract, the battle for enterprise augmented reality has heated up in earnest. Now, the Redmond, Washington tech giant is looking to strengthen its hold on the burgeoning AR enterprise space by introducing the HoloLens 2 Industrial Edition. • Don’t Miss: Next Reality’s 30 People to Watch in Augmented Reality for 2020 The new version of the HoloLens 2 is specifically designed to meet the needs of pharmaceutical and semiconductor clients by adhering to cleanroom (ISO 14644-1 Class 5-8) and particle emissions (UL Class I Div 2… more

Just as the augmented reality industry grows, so too does the segment dedicated to creating experiences for the tools becoming available. Leading the charge is former Magic Leap CEO Rony Abovitz, who launched a new venture focused on immersive entertainment and content creation. Meanwhile, three of the segment’s biggest players demonstrated why investment in this area is crucial. Snap made an acquisition to add to its AR technology portfolio, Facebook rolled out a training program for its Spark AR platform, and Unity joined forces with Volvo to provide some sleek new AR assets for developers… more

To assist developers and researchers in their efforts to create apps and services for automobiles, Volvo Cars has launched a new Innovation Portal with useful new tools and assets. Among the free resources featured on the Innovation Portal is a high-quality 3D model of the Volvo XC40 Recharge, which you can also experience yourself in augmented reality. Don’t Miss: Augmented Reality in Cars — the Companies & Tech Driving Us into the Future The Volvo XC40 model was created in collaboration with Unity and offers developers and creators the ability insert the automobile into AR experiences and… more

You only ‘thought’ the HoloLens 2 was the most expensive augmented reality device on the market. As with many things tech, Japan is here to up the ante with what may indeed be the most expensive AR-dedicated wearable we’ve seen—the Canon MREAL S1. • Don’t Miss: Next Reality’s 30 People to Watch in Augmented Reality for 2020 The device costs a whopping $38,400 (4 million yen) and it’s just the latest in a long line of MREAL AR devices that the company has shown off as far back as 2013, back when Google Glass was originally debuted to the public. Despite Canon’s long history of developing… more

Hand tracking is a key component in making natural interactions with augmented reality content, and one of the leading technology makers in this discipline has just improved on its tracking engine. Ultraleap, the company emerging from the acquisition of Leap Motion by Ultrahaptics, has released a developer preview of the fifth version of its hand-tracking software that brings even more accurate tracking of two hands for AR interfaces. Don’t Miss: Leap Motion’s New Experimental Tools Give Developers Access to Camera Data & Unlock Multiple Device Support Continuing in its constellation-themed… more

The company augmented reality that Rony Abovitz was trying to build at Magic Leap apparently wasn’t working out the way he hoped it would. That company, built on dreams, music, and future-looking entertainment, rather than truly new technology, came with a $2,300 price tag for a device using dynamics most mainstream consumers have never even tried. The hurdles were steep. Today, Abovitz is about to embark upon a new journey that seems to truly speak directly to his interests: entertainment. On Wednesday, Abovitz unveiled his new company called Sun and Thunder. • Don’t Miss: Magic Leap Made… more

As Apple, Google, Snap, and Facebook wrestle for positioning to lure developers and creators to build augmented reality experiences for their respective tools, Facebook is looking at a learning approach for its Spark AR platform. On Tuesday, the Spark AR team launched a new series of online learning courses that are aimed at novices looking to jump into the AR field feet first as well as experienced developers and creators seeking to sharpen their skills. Don’t Miss: This Viral Instagram Augmented Reality Filter Will Tell You Which Disney Character You Really Are Available through the… more