In recent years, augmented reality has developed from a technical innovation into an established marketing tool. What is the current development status of technical devices such as AR glasses? While Microsoft continues to work on the HoloLens, numerous manufacturers are working on new AR glasses such as the Nreal Light, Magic Leap 2 or AR glasses from Niantic, which are soon to be launched on the market.
In addition, rumors of AR glasses from Apple are getting louder. Apple chief Tim Cook predicts that augmented reality technology will be as important as the iPhone. According to forecasts, the first Apple-owned AR product will be unveiled towards the end of 2022.
According to experts, the AR headset will support AR and VR content and have higher computing power than its competitors. In addition, it is assumed that the AR headset will function independently of the iPhone and Mac.
Apple also assumes that the AR glasses will replace the iphone in 10 years, which would mean that Apple would have to bring the number of AR headset users to the same level as that of iPhone owners. Since the required ecosystem for the AR device needs to be developed first, it will likely take until late 2022 or early 2023 before the product actually hits the market.
Apple itself only discloses little information about the AR device, which is why these are only current speculations. However, it is clear that the market for AR has great growth potential. With the further development of AR glasses and the expansion of the 5G network, the relevance of the technology will increase even more in the future. Right now, the use of augmented reality as a marketing tool already offers brick-and-mortar and online retailers further opportunities for customer loyalty and increased sales. Augmented reality and mixed reality content are already predicted to generate sales of 200 million euros in Germany in 2024.