Why Augmented Reality needs Apple ?

Probably most of you will think that Apple is so great and fantastic that no one else can do something good for augmented reality. If you think that way, I have 3 words for you:
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 !

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No body cares about augmented reality in Pokemon GO

Pokemon GO, Pokemon GO, Pokemon GO, Pokemon GO.....I feel exactly the same when I'm reading news related with augmented reality. Is it boring ? Yes, a bit, because I can't find any new interesting content. A lot of people thinks that this is a breakthrough for augmented reality, but it isn't and we need to remember about that.

NO BODY*, I repeat NO BODY cares about AR in Pokemon GO

By "no body" I refer to people that are not related with augmented reality. I think that 99% of them don't care about AR behind all of this. They are hyped because they can go and just catch some pokemons !! Big part of users turned of the AR mode in the game because it is easier to catch`em all. Of course there is always an interactive map based on Google maps that extends (augment) our world. Don't you think that this is just not enough to scream AUGMENTED REALTY FOR THE WIN ? When I think about AR I can see much more advanced examples in my head like: HoloLens, Daqri, hands free systems in logistic, Google glass. Running around with smartphone looking at virtual map is just not enough in my opinion. 

Someone will be interested

Of course there is a very small part of people whom will ask a question "what is augmented reality" and even some of them will like to search more information about it, maybe even they will read this post and maybe they will study AR in future like I do. That would be cool. Unfortunately Pokemon GO is not a game changer. There is a big chance that in near future there will be some new applications based on similar mechanic. Do you remember Ingress ? This game was way much more advanced from the gameplay point of view, it had same mechanic and it was not even near as popular as Pokemon GO. Here and there you can say that this is an augmented reality game but as I said...it is not about AR. This app is a social phenomenon and we will see a lot of papers describing it but unfortunately this is not an augmented reality revolution.  

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