1. no
2. No
3. NO !
Apple is a great company
No doubt that Apple is one of the biggest company in the world. They achieved so much, that it is hard to count the biggest achievements. They created fantastic products, but also - as every company - some of them were very bad. But the number one of all this, is the power of influence on the masses and this is the true reason why augmented reality needs Apple
Talk and talk and talk and...
Lately almost every day I see headline about how Tim Cook is talking about power of the augmented reality, how it is better than virtual reality, or how the augmented reality is the future and so on and so on. Unfortunately nothing is happening, no action taken. The action that we - all the fans of AR - need so much.
Some can say that we have Pokemon GO. Sure ! But as I wrote here, I don't think that friendly creatures will change anything. Augmented reality needs a true breakthrough. We need something, or maybe I should say someone, that will lead, that will show the way, that will inspire the masses. We need a true influencer.
Look at Google, Microsoft. We are talking here about largest companies in the world. They created Google glasses, HoloLens. Those are two fantastic products and nothing! People don't care about them. Of course I'm not talking here about geeks or AR enthusiasts but about masses that will by such products, people that don't care about low level technology. They want to see the effect.
"How does somebody know what they need if they haven't even seen it?"
Do you remember when Steve Jobs said that ? Those words are still very important. People don't know that they need augmented reality because most of the do not understand it. They can't even imagine how powerful tool it is and what they can achieve with that. So please Apple, please Mr. Cook, do something with this ! Prove the world that Apple is really the greatest company in the world. Stop playing with new colors of iPhone, stop destroying your devices by removing parts, stop making wires to Bluetooth headsets. Please, do the one thing that a long time ago was your trademark. Be innovative again, inspire people, lead them, show them the way, show them what they can achieve having such powerful tool like augmented reality ! Please !