What’s Next For Augmented Reality?
With the tech world buzzing from the latest announcement of Apple’s new Augmented Reality (AR) device, the Apple Vision Pro, it seems like a perfect opportunity to delve into the current landscape of the AR sector. Let’s take a quick look at what’s out and what to expect next in Augmented Reality!
Apple’s Spatial Computer: The Vision Pro
Apple unveiled their much-anticipated Apple Vision Pro on June 5th, bringing in a new era of immersive experiences. Slated for release early next year, Apple has high hopes that this innovative device will revolutionize the way people work. Termed a 'spatial computer' by Apple, the Vision Pro is poised to make waves in the sector of Mixed Reality (MR) technology, likely continuing Apple's historic track record of transformative market entries.
Despite the steep price tag of US$3500, which has garnered its fair share of criticism, the device demonstrates significant advances in MR technology. Early reviewers, who had a hands-on demo of the device at Apple's WWDC23, are raving about its realistic visual display and unmatched immersive experiences, making it clear that there will be a market willing to pay the price for the cutting-edge tech. Though it might be some time before the AR headset becomes a common household item, the Vision Pro showcases immense potential and has industry leaders eager to harness its capabilities to ramp up their productivity.
The VR/AR Landscape
In the established VR headset market, there's chatter about how Meta’s industry-leading headset, the Meta Quest, will be able to handle AR. It was announced recently that Meta’s newest model, the Meta Quest 3, is set to launch this fall. With much higher resolution than their previous version, improved features, and still at the affordable price of US$499, it is undoubtedly a strong contender that will appeal to the everyday consumers. With an 80% market share currently in AR & VR headset sales, mainly from their Meta Quest headsets (also named Oculus Quest), and announcing their intentions to expand more into AR, with their own AR headset set to arrive in 2026. Meta intends to remain a dominant force in this industry for a long time.
Also making strides in the VR/AR headset market are the Magic Leap 2 and the Microsoft HoloLens 2, both currently having a stake in enterprise applications and already seeing use in fields such as the industrial, agricultural, and medical sectors. Both brands are positioning themselves as AR/VR headsets leaders in business and industry, and have marketed themselves accordingly. With price tags at US$3299 and US$3500 respectively, these headsets aren't likely to become mainstream anytime soon. With the arrival of Apple's Vision Pro next year, they will face considerable competition to retain their standing in the industry-grade VR/AR headset market. As advancements in mixed reality technology continue, businesses and organizations across various sectors have a golden opportunity to reimagine their operations in innovative ways, unlocking potential for unprecedented levels of productivity and efficiency.
Leveraging AR for Enhancing Productivity
AR technology is enhancing performance for workspaces across the globe, offering users real-time visual depiction of locations and operational systems, anytime and anywhere. This is particularly beneficial in employee training; imagine having on a virtual walkthrough of your new workspace, experiencing live demonstrations of key equipment, and receiving immediate corrective feedback. By deploying AR/VR for training, trainees receive comprehensive access to visual information, gaining clarity in instructions and ensuring safer learning environments. This collective of functionalities lead to improved practices in areas such as onboarding, task learning, and virtual collaboration. According to PwC research, learners utilizing AR/VR attain proficiency four times faster than those using traditional learning methods. These findings suggest that AR could notably elevate work productivity, thereby driving significant cost efficiencies for businesses and organizations.
In a time when remote work scenarios have been prominent, AR's ability to bridge geographical distances and facilitate real-time collaboration is invaluable. A team of specialists, for example, can use AR to inspect and modify a 3D representation of a product they're developing, quickly identifying and rectifying any issues. The instantaneous information flow that AR enables enhances the visibility into project status, allowing swift revisions and real-time feedback.
Digital Twin technology, which creates a virtual replica of a physical environment, is steadily gaining momentum across various industries. Early adopters in the medical, engineering, agricultural and other sectors have been quick to utilize this technology, using AR/VR devices to visualize 3D representations of locations and systems for both training and everyday operations. The hospitality and real estate industries, likewise, are using the technology to allow prospective customers to virtually tour hotel suites, restaurants, and properties from the comfort of their own homes. As this technology matures, an expanding array of enterprises is expected to harness AR's potential for even more innovative use in applications.
Companies like us at Intergalactic are tapping into this potential, offering AR-driven solutions that boost productivity, enhance learning, and encourage collaboration. With an understanding of the rapidly evolving AR landscape, Intergalactic is uniquely positioned to lead businesses seeking to leverage AR/VR technology.
Getting Interactive with AR
One area where AR is already reshaping experiences is gaming, with many games accessible with even just your smartphone. Many of the AR games are available on mobile, either as a downloadable app or accessible on a browser as a Web-AR game. A prime example is Niantic, the renowned mobile AR developer behind the immensely successful Pokemon Go, which has a new AR game called Peridot. This game brings the world of virtual pets to life, allowing players to interact with their digital companions in real-world environments via their smartphones. Niantic is also taking advantage of AI technology, creating Meet Wol, an innovative learning tool that uses AI to simulate a talking owl, engaging users in real-time conversations about forest ecosystems.
Google, meanwhile, is transforming the world into a dynamic AR gaming playground on the Google Maps app. In its latest update, Google Maps now enables users to have a gamified experience by engaging in location-specific games that directly interact with their environment. For example, users who are standing near the Taito game arcade building in Tokyo, Japan, can enjoy a game of Space Invaders that’s interacting with the building itself (seen in the video on the right). Since 2022, Google Maps has integrated full 3D renders of key locations, merging Street View and aerial imagery through computer vision and AI. This offers users a comprehensive view of their routes, aligning with Google's ambitious goal to create location-based AR functionalities within their apps, potentially producing immersive AR experiences for venues like theme parks or concerts.
AR gamified experiences are allowing brands to capitalize on the technology through activations using smartphones. One example is Intergalactic’s very own Minecraft Quest, a retail activation for Big W, Australia’s biggest department store, which increased Minecraft product sales by over 250%. As devices like Apple's Vision Pro advance AR technology, it's expected that branded event organizers and sports leagues will seize the opportunity to offer users a real-time immersive experience. This technology has the potential to virtually place viewers right at the center of the events, without them ever having to leave their homes.
Capitalizing on the Rapid Growth of AR
AR is no longer just a buzzword or a novelty. Apple's entrance into the market and the escalating interest around Augmented Reality indicate that AR is transitioning from being a mere trend to an integral aspect of our technological future. Forecasts anticipate the AR & VR market to reach a remarkable $571.42 billion by 2025, underscoring the vast potential these technologies hold. The rising adoption of AR across a myriad of sectors—gaming, healthcare, education, navigation, and beyond—coupled with growing user confidence, speaks volumes about the promising future of AR. As we venture deeper into immersive technology, AR is poised to transform our experiences in unprecedented ways.
As pioneers in delivering innovative AR/VR solutions, we at Intergalactic are at the forefront of this transformative technology. From integrating AR into productivity applications, to creating immersive gamified experiences like the Minecraft Quest AR retail activation, and developing state-of-the-art educational tools like FoundryBC Virtual Tour, Intergalactic is steering the AR movement into exciting new territories. The right strategy could open up a future where technology, people, and the immersive experience seamlessly converge to bring the perfect storm of digital interaction and collaboration. For expert advice on implementing AR solutions or for any queries, the team at Intergalactic stands ready to guide you on your AR journey.
Intergalactic's innovative projects, such as the tokenized Web3 gamified loyalty program for Station Casinos, and the AR Art Experience app for Montreal Mural Festival, highlight our ability to develop unique, engaging experiences and solutions for diverse clientele, cementing our reputation as a leading advanced tech agency. Intergalactic’s capabilities to do CG, 3D modelling, photogrammetry, volumetric capture and more allows our clients to have access to assets suitable for a Metaverse existence. If your organization is curious about the art of possible and unlocking opportunities with advanced technologies , reach out to our Global Innovation Director, Sarah Ennis sarah@intergalactic.com