Apple + Augmented Reality: what does it mean?

I've had a few industry colleagues over the last few days ask me what I think Apple's acquisition of Metaio will mean for the AR industry. To be honest though, at this point, not a lot (yet.....).

It has left a lot of Metaio developers wondering what lies ahead for their applications and platforms that have been built on their SDK. I don't believe Metaio-Apple will spend the resources on maintenance of a developer community and publishing tools, unless a piece of hardware appears that could developed-for. Even then, its not Apple's style to release publishing tools that aren't fully integrated into their iTunes Connect workflow - and that could take some time to orchestrate. I've been telling people for a couple of years now that I'm certain Apple is working on AR eyewear. Only the release of Apple eyewear, this year, could prevent Metaio's resources from being pulled.

Of course, everyone can jump across to Vuforia - which is very similar of course, and who are highly unlikely to be bought, unless Vuforia is split off like Gimbal. Qualcomm has a different focus than Metaio: one that has always centered around storytelling, gamification and engagement, rather than utility. In fact, Metaio were almost always focused on utility, coming out of the automotive industry. What storytelling they did was always in support of their R&D, which was the official company line. My suspicion is that Apple are less concerned with Storytelling and are making a big play for industrial, manufacturing and 'work'. After all, telling stories through AR could slightly cannibalise their existing traditional app-market.

So what does it mean for all of us AR professionals, still building this industry one experience-application, one pioneering client at a time? Not much, yet. It vindicates us, certainly. I've had a lot of eggs in this basket for a few years now, so I am extremely happy to see Apple sit up and take notice. Google are still languishing, unfortunately. They have Magic Leap, Project Tango, and GLASS (albeit not really an AR device), but they don't seem to have put the pieces together yet. Their play is all about having the technology available down the track - but the audience is being built now. Microsoft......well, we'll see if Microsoft are Nucleus or Pied Piper. Undoubtedly, Hololens is an indoor game-platform play, first and foremost.

Anyone who thinks that Augmented Reality is all about technology, is looking from the outside-in. Those of us in the trenches know its about content, User Experience, and understanding the audience from a brand new perspective. That's really what Apple have bought: front-line experience of putting AR out there, failing fast and trying again.  With so much AR experience over so many years, Metaio have undoubtedly failed numerous times, and have succeeded many times over as well. Not many know, but the LEGO Kiosks were a bit of a flop, overall. Lots of bugs and site-issues (or else they would still be around). But IKEA was a great success, of course.

Finally, I believe we should all be really excited, for Metaio, irrespective of the inconvenience having to swap platforms, as many will. We all know they were the real deal, not just theorists and researchers.

Some say money can't buy experience, but Apple just did.