Why Apple Is Betting Big On Augmented Reality With Latest Range Of Phones

If you want to see the power that augmented reality can have, watch the Weather Channel's storm surge piece. Informative, terrifying and all in under two minutes. AR is a powerful tool and an entertainment channel that Apple wants to exploit. Whether you believe, as the recent product launch suggested, that we will all be standing around nothing playing games on our phones, AR is a huge battleground at the moment.

The numbers support this Apple's decision; AR is seeing increased investment as interest in VR (beyond enterprise) cools. For years, there’s been a stable demand for augmented reality among tech geeks. But, the price of the technology required to make it a mainstream product was too staggeringly high. Times have changed, though, and that means that you can reap the rewards of actually playing with augmented reality in a way that previously was impossible.