Desire for Content Is at an All Time High, and Apple Is Positioned to Dominate in Immersive Content

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By Eric Abbruzzese | 2Q 2020 | IN-5818


Acquisition of NextVR a Continuation of Efforts


Apple’s latest confirmed venture into the immersive technologies space—Augmented and/or Virtual Reality (AR/VR)—is through the acquisition of VR content house NextVR for US$100 million. The company was founded in 2009 and has been at the forefront of VR content creation. The company is perhaps most notable for the big content partnerships names it has secured, especially in sports, which has long been a dominant but difficult to license domain.

NextVR joins a long list of acquisitions and moves for Apple that strongly position the company in many AR/VR domains: ARKit is already a dominant force in the AR space and is a foundation for any immersive content activity; in-house Apple hardware is coming soon, likely both in AR and VR; dedicated AR sensors have already made their way into the iPad, and the iPhone is likely next; and AR/VR hires abound, with minds from Jaunt, HoloLens, Oculus, Magic Leap, and many other notable names. There is also overlap in the light field capture and content space, with Apple filing a patent for light field capture on mo…

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