Tim Cook has talked up a lot of technologies since becoming Apple Inc.’s chief executive in 2011. Driverless cars. Artificial intelligence. Streaming television. But no technology has fired up Cook quite like augmented reality, which overlays images, video and games on the real world.
Apple has built a team combining the strengths of its hardware and software veterans with the expertise of talented outsiders, say the people, who requested anonymity to discuss internal strategy. Run by a former
Dolby Laboratories executive, the group includes engineers who worked on the Oculus and HoloLens virtual reality headsets sold by Facebook and Microsoft as well as digital-effects wizards from Hollywood.
As previously reported by Bloomberg, Apple is working on several AR products, including digital spectacles that could connect wirelessly to an iPhone and beam content—movies, maps and more—to the wearer. While the glasses are a ways off, AR features could show up in the iPhone sooner.
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