AR is Now Apple's Top Priority Overtaking Its Secret Car Project [Report]

AR has overtaken Apple's secret car project as the company's next big launch, beyond the iPhone, reports the Financial Times. Both Apple and Facebook are reportedly preparing to challenge Microsoft and Magic Leap to create augmented reality glasses that could eventually replace the smartphone.

Magic Leap has raised $1.4 billion in funding from Alphabet, Alibaba, and others to develop AR 'light-field' eyewear that is smaller than Microsoft's HoloLens. The glasses are larger than a regular pair and are tethered to a pack that provides battery and processing power. Pricing is expected to be over $1000.

Apple starting exploring the feasibility of a head-worn device over a year ago. It's now devoting more resources to the project with the aim of bringing it to market; however, a product launch is at least a year away, according to sources.


As its engineers have become more adept at miniaturisation technology with products such as its AirPods wireless headphones and the iPad’s Pencil, AR seems to have overtaken Apple’s secretive car project as the company’s top priority for its next big launch, beyond the iPhone.

In January, an employee working at the Carl Zeiss AG booth at CES, allegedly confirmed that Apple is partnering with Carl Zeiss on a pair of augmented reality glasses. The company is also said to have discussed the project with potential suppliers and ordered a small quantity of 'near-eye displays' for testing.

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