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Published on August 27th, 2020 | by Emergent Enterprise


Apple Plans Augmented Reality Content to Boost TV+ Video Service

Emergent Insight:
One huge advantage (amongst many) that Apple has in the world of AR development is a vast technology infrastructure to support its efforts. There are so many Apple devices, platforms and softwares that can be leveraged to introduce new Apple technology. This article from Mark Gurman at Bloomberg shows how Apple will use Apple TV+ to introduce users to the world of AR. Apple TV+ subscribers won’t need anything new to experience AR. They will just grab their iPhone or iPad and point it at the TV displaying Apple TV+ and – bam! – they will begin getting accustomed to augmented reality in everyday life. Then in 2021 0r 2022 when Apple introduces Apple Glass, their AR headset, the technology will be familiar and will have proven its usefulness. It appears that the Apple long range strategy for AR is becoming more and more clear. Keep watching!

Original Article:
Photo source: Apple

Apple Inc. is planning to add augmented reality content to its Apple TV+ streaming video service, seeking new ways to attract and retain subscribers and drive interest in AR technology.

In the new feature, elements of a TV show, like characters or objects, would be displayed on a viewer’s phone or tablet and integrated into the surrounding environment, according to people familiar with the project. For example, someone watching a moon-walking scene in the Apple show “For All Mankind” might be able to see a virtual lunar rover on their device’s display, seemingly perched atop their living room coffee table. The option would serve as bonus content akin to the director commentary or trailer that accompany a movie download and would be accessed from Apple’s TV app on the iPhone or iPad.

The AR feature is expected to debut next year, ahead of an Apple headset in 2022 that will be built around augmented and virtual reality, said the people, who asked not to be identified because they weren’t authorized to discuss the plan publicly. A release of the TV+ feature had previously been set for later this year, but the effects of the coronavirus pandemic on software development and film production impeded that goal. Apple could ultimately decide to scrap the plan, the people said. An Apple spokesman declined to comment.

Bonus content has been one of several ways that Apple has been seeking to make TV+ more valuable and keep people subscribed. Apple is preparing to introduce podcasts related to existing TV+ shows, Bloomberg has reported. The company is also developing a series of subscription bundles dubbed Apple One, which would include TV+ along with discounted access to other services like Apple Music and Apple Arcade mobile games. Last week, Apple debuted the first TV+ video bundle, offering customers who subscribe to the Apple service a discounted rate on a package of CBS All Access and Showtime.

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