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Apple’s augmented reality teases just keep on coming from the halls of its Cupertino labs. The latest comes in the form of an invitation to Apple’s next public-facing event. • Don’t Miss: A Brief History of Apple AR Smartglasses Rumors Slated for April 20, at 1 p.m. ET, the Apple invite is a simple swirl of color in the shape of the company’s iconic logo. But when you point your iPhone or iPad camera at the graphic, you’re treated to a hidden surprise…an AR experience. Adario Strange/Next Reality Adario Strange/Next Reality As long as you’re using an ARKit-compatible iOS device, the device’s camera will trigger the graphic’s AR mode and ask you to scan your surroundings in order to place the virtual object. Once that’s done, you’ll see a swirl of unpredictable lines that coalesce into an AR version of Apple’s logo wherever you might be. Of course, this isn’t the first time Apple has hidden AR within its event invites, but speculation has never been this high as to what AR product the…more

For better or for worse, Google started the race towards smartglasses for everyday use with Google Glass before scrapping the Explorer Edition and pivoting towards enterprise customers. Now, with Apple, Facebook, Snap, and even Pokémon GO maker Niantic working toward consumer-grade smartglasses, Google is conspicuously absent, either in rumor or public disclosure. Don’t Miss: Google Just Made It Easier to Get Your Hands on Glass Enterprise Edition 2 But that might be changing, as recent job postings suggest that Google is shoring up its hardware resources for AR wearables. The company… more

The pandemic has forced a number of public-facing businesses to either temporarily close or permanently cease operations, with one of the biggest victims of this trend being the movie theater business. This week, the historic ArcLight Cinemas and Pacific Theatres, which account for 300 screens in the US, announced that it would be shuttering due to economic difficulties related to the pandemic. • Don’t Miss: ReplayAR Anchors Your Photos in Real-World Locations So You Can View Them in AR Later And while some in Hollywood are still holding out hope for a last-minute save, one augmented… more

If you’re a developer working on the bleeding edge of augmented reality, or even an enthusiastic smartglasses early adopter, being first in line for new wearable hardware is a priority. Along those lines, Europe’s Deutsche Telekom has opened up an opportunity to score a pair of its Tooz smartglasses before the official consumer launch. • Don’t Miss: Deutsche Telekom & Zeiss Launch Smartglasses Startup Tooz The smartglasses are being framed as a subtle way to do everything from viewing messages to making calls, all while mostly keeping the optics subtle by using curved waveguides instead of… more

At its height, the COVID-19 pandemic forced many auto showrooms to close their doors. As the pandemic persists, many consumers are still hesitant to let their socially distanced guard down. To solve this dilemma for its dealers in the UK, BMW has launched a web-based AR experience that serves as an immersive augmented reality showroom. Don’t Miss: 8th Wall Escalates Race for Volumetric Video Content with Microsoft Mixed Reality Capture Support The BMW Virtual Viewer displays three of BMW’s Plug-in Hybrid Electric Vehicles (PHEVs), namely the X5, X1, and 3 Series Touring, although BMW plans… more

Over the past three years, Epic Games has raised billions of dollars in funding on the success of Fortnite as well as Unreal Engine, one of the top 3D engines available for developing games and AR experiences. But, with its latest massive funding round, it has its eyes set on the Metaverse. Don’t Miss: Unreal Engine Maker Epic Games Lands $1.25 Billion Investment to Drive Future of Gaming & AR On Tuesday, Epic Games closed a $1 billion funding round that brings its total equity valuation to $28.7 billion. The company will apply the funding towards future growth opportunities, chief among… more

When most people think of Los Angeles they think of Hollywood and the movie industry, but in the last 10 years the city has rapidly transformed into a thriving new hub for visual artists. In recognition of this phenomenon, LA-based Snapchat has embraced the community by teaming up with a group of artists to create a series of stunning augmented reality monuments and murals around the city. • Don’t Miss: This Atari 3D Sneaker NFT Auction Is Using Snapchat to Let You Try Before You Buy on the Blockchain The immersive art series is called “LACMA × Snapchat: Monumental Perspectives” and was developed in conjunction with the Los Angeles County Museum of Art (LACMA). “No Finish Line” by Glenn Kaino Spread across the city, the five immersive art installations can be experienced at Los Angeles Memorial Coliseum, MacArthur Park, Earvin “Magic” Johnson Park, and LACMA. To find the experiences, users can simply tap the Map icon in the Snapchat app. “Portal for Tovaangar” by Mercedes Dorame…more

The year 2020 sparked a trend of people moving out of big cities, with some opting to buy mobile homes and vans to travel rather than be cooped up in a tiny apartment during quarantine. Predictably, that led to a bit of an inventory shortage. But now that demand is eased a bit in 2021, Airstream is using augmented reality to sell one of its best vehicles available. • Don’t Miss: Volvo Teams with Unity to Let You Test Out the XC40 SUV in AR, Launches Developer Innovation Portal In the wake of celebrities like Lenny Kravitz making trailer living sexy again, Airstream is banking on that glam… more

This week, Google showed off some wild new and innovative AR experiences that showcase the WebXR protocol for browser-based AR content, while 8th Wall applied its own web-based AR platform in service of Captain Morgan. Meanwhile, other brands, including Hulu, Coinbase, and Ray-Ban, are leaning on Snapchat to generate awareness and sales for their offerings. Speaking of Snapchat, it has also become a destination for music artists to draw attention to their new singles and albums. However, one music artist capturing headlines has gone into another rather interesting direction. Google Shows… more

We’ve reached the point in the trajectory of augmented reality’s growth where AR advertising experiences are becoming commonplace tactics rather than rare experiments. Some of the more impressive examples of AR ads to emerge recently come from Hulu, Coinbase and Ray-Ban via Snapchat, along with a web-based AR experience from Captain Morgan built with the 8th Wall Web platform. Don’t Miss: Snapchat Can Turn Your 12-Pack of Labatt Blue Beer into a Virtual NHL Arena To promote the second season of its original series Solar Opposites (from the Rick and Morty co-creator Justin Roiland), Hulu has… more