Facebook and Apple are leaders in developing augmented reality (AR) applications. Both companies have launched recent innovations - Facebook is testing AR ads, and Apple made its most recent AR developer platform available. Each company has a different approach to AR, but they are both committing resources to the technology.

1. Facebook and Apple
Are Serious About
Augmented Reality

2. © 2018 Bernard Marr, Bernard Marr & Co. All rights reserved
Title
Text
Introduction
Facebook and Apple
Are Serious About Augmented Reality
When Facebook and Apple make extraordinary investments in new technology
like they are with augmented reality, you know it's something to pay attention to.
Both companies have made it clear recently that they are committed to
developing, testing and implementing augmented reality technology.
Apple is more focused on creating tools for the development community while
Facebook's strategy is making AR available to the masses.

3. © 2018 Bernard Marr, Bernard Marr & Co. All rights reserved
What Is Augmented Reality (AR)?
Augmented reality is the technology that puts virtual objects into the real
world either through an AR headset or by using the camera on a phone or
tablet. Users then interact with those virtual objects from the screen, and
the line that separates the virtual from the real world becomes a bit fuzzy.
The bunny ears and moustaches of selfie filters are one of the most
obvious applications, but augmented reality was also the technology
behind the Pokémon GO video game that launched in 2016 and quickly
became an obsession for many around the world as users chased
Pokémon characters around public areas.
We’re just at the beginning of the possibilities and as augmented reality
matures it is expected to change many things from how we work to how
we play, learn and connect.

4. © 2018 Bernard Marr, Bernard Marr & Co. All rights reserved
Apple’s ARKit 2.0 Released
With the announcement recently that they were releasing ARKit 2.0, the
third version of Apple’s developer platform for AR apps, the company is
stepping up its commitment to the technology.
Bank of America Merrill Lynch expects augmented reality to be an $8
billion “revenue opportunity” for Apple.
One of the drivers of Apple’s growth is expected to be AR apps that will
“command a price premium” but also the additional sales of iPhones due
to the new technology.
Here are a few apps that are already deployed or are in prototype thanks
to ARKit:

5. © 2018 Bernard Marr, Bernard Marr & Co. All rights reserved
Apple’s ARKit 2.0 Released
· IKEA Place
No more guessing how furniture will look, feel and fit in your home. With this app,
you can imagine it and virtually “place” true-to-scale IKEA objects in your space.
· American Airlines
This AR app prototype overlays real-time info to your surroundings in airport
terminals so you can navigate with ease whether you need to grab something to
eat or find the nearest restroom.
· Complete Anatomy
Imagine how lifelike learning can be with the Complete Anatomy app that lets
users see the human body in great detail.

6. © 2018 Bernard Marr, Bernard Marr & Co. All rights reserved
Facebook Tests AR Ads
Despite recent negative press, Facebook is still popular and has a
tremendous reach on its platforms—more than 1.3 billion users on
Messenger, 2 billion on Facebook and 800 million on Instagram.
Facebook wants to make AR available to the masses and with their
tremendous reach they already have a head start. It's easier for people to
experiment in AR with the app they already have—Facebook, Instagram,
and Messenger—and they definitely expect to expand beyond face filters.

7. © 2018 Bernard Marr, Bernard Marr & Co. All rights reserved
Facebook Tests AR Ads
Some Facebook advertisers are getting exclusive access to test out ads
with special effects with "tap it to try it on features."
Want to see how a pair of sunglasses looks on your face—you can do so
virtually with AR. So far, Pottery Barn, Wayfair, NYX Professional Makeup
and Bobbi Brown are a few businesses who have been able to test this AR
ad functionality.
Another AR innovation introduced at the F8 conference was the ability to
make regular photos look 3D. This has potential to provide additional
applications in AR such as incorporating a 3D object as a virtual gift in a
news post. Besides, AR can be used in Facebook Messenger to visualize
and try out products.

8. © 2018 Bernard Marr, Bernard Marr & Co. All rights reserved
Facebook Tests AR Ads
Facebook also introduced a feature that lets you connect images, logos
and signs with augmented content.
It’s part of a closed beta test of “target tracking” that uses the Facebook
camera and movie posters for A Wrinkle in Time and Ready Player One
that connects real-world pictures with augmented content.
This is an example of persistent AR, where the experience is connected—
and persists—based on places or things in the real world.

9. © 2018 Bernard Marr, Bernard Marr & Co. All rights reserved
Conclusion
The partnership between developers and the large tech companies of
Apple and Facebook allowed AR applications to be dreamed up and built
out creating opportunities for games and play, business solutions and
revenue opportunities.

10. © 2017 Bernard Marr , Bernard Marr & Co. All rights reserved
© 2018 Bernard Marr, Bernard Marr & Co. All rights reserved
Bernard Marr is an internationally best-selling author, popular keynote speaker, futurist, and a
strategic business & technology advisor to governments and companies. He helps
organisations improve their business performance, use data more intelligently, and
understand the implications of new technologies such as artificial intelligence, big data,
blockchains, and the Internet of Things.
LinkedIn has ranked Bernard as one of the world’s top 5 business influencers. He is a frequent
contributor to the World Economic Forum and writes a regular column for Forbes. Every day
Bernard actively engages his 1.5 million social media followers and shares content that
reaches millions of readers.
Visit The
Website
© 2017 Bernard Marr , Bernard Marr & Co. All rights reserved
© 2018 Bernard Marr, Bernard Marr & Co. All rights reserved
Bernard Marr is an internationally best-selling author, popular keynote speaker, futurist, and a
strategic business & technology advisor to governments and companies. He helps
organisations improve their business performance, use data more intelligently, and
understand the implications of new technologies such as artificial intelligence, big data,
blockchains, and the Internet of Things.
LinkedIn has ranked Bernard as one of the world’s top 5 business influencers. He is a frequent
contributor to the World Economic Forum and writes a regular column for Forbes. Every day
Bernard actively engages his 1.5 million social media followers and shares content that
reaches millions of readers.
Visit The
Website

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hello@bernardmarr.com
www.bernardmarr.com