CEO Tim Cook argues it has the same game-changing potential as the iPhone introduction a decade ago - think about that implication for AAPL stock. As of late, Apple has gained VRvana, a startup that crowdfunded an interesting camera-based AR and VR headset, the Totem. To accelerate its efforts, Apple has gone out and acquired Vrvana, a startup from Montreal, Canada, that ran an unsuccessful Kickstarter campaign for its Totem headset.
Apple has reportedly spent about $30 million acquiring Canadian augmented reality firm Vrvana. The Vrvana site is now still up, but it stopped updating social accounts and news in August of this year.
When Apple was been contacted it declined to comment, though the company didn't deny this story.
According to its website, Vrvana has been focused on the Totem.
There are other players in this space, notably Microsoft Corporation's (NASDAQ:MSFT) HoloLens. The headset tracks head position and the location of the user's hand for manipulation of virtual objects.
In comparison, Facebook Inc's (NASDAQ:FB) Oculus Rift VR headset targets 20ms latency. At CES 2017, Apple Glasses made in partnership with Carl Zeiss AG seemed like a possibility. There was also the information that its virtual reality helmet company wants to produce in 2020. And in doing so, there was an apparent step back.
So apparently Apple is really committed to releasing an augmented reality headset in the not-too-distant future.
"But today I can tell you the technology itself doesn't exist to do that in a quality way". The new Totem also has a 120 degree field of view.
Could that have been misdirection? The company was first claimed to be considering development of a dedicated AR headset in November 2016 with a later report in March this year claiming that they had started down the path.