In 2017—a pivotal year for the Augmented Reality (AR) market for a number of reasons—Apple’s ARKit and Google’s ARCore Software Development Kits (SDKs) were released. One year later, Apple continues to invest in ARKit and to show off the capabilities and potential uses of the SDKs. Google has been quieter on the matter, but the company’s upcoming hardware event in early October may also have some new AR-related announcements as the company pushes Google Lens and the wider Google ecosystem. For now, Apple’s AR showing has been stronger, and the most recent showcase—with significant retail potential and with well-received consumer-oriented AR examples—continues Apple’s strong AR momentum. This is combined with constantly flowing rumors of a novel AR or Mixed Reality (MR) device launch from the company in the next one to two years, with the rumors supported by continuing acquisitions and hiring in the space.
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