Unlike these other companies, however, Apple has openly advertised its history of saying “ a thousand no’s for every yes,” and proudly holding off on launching products - sometimes at the eleventh hour, following much if not all of their development - because the execution or timing didn’t feel right. Before spending nearly three years at Apple, Bar-Zeev was the principal architect for Microsoft’s HoloLens, cofounded what became Google Earth, and worked for Amazon on an unspecified “new stealth project.” If anyone could envision a next-generation AR headset and marshal a large company’s resources to build it, Bar-Zeev looked like an ideal candidate.
Citing “people familiar with the situation,” the hit-and-miss Taiwanese publication claims that Apple quietly disbanded its AR/VR hardware team in May following the departure of its reported leader, Avi Bar-Zeev.
Executed properly, nothing would seem more appropriately “2020” (or 20/20) to consumers than Apple-designed glasses featuring holographic visuals.īut a questionable report yesterday from DigiTimes has thrown cold water on that scenario. They’ve reportedly been in the works for years, could organically build upon Apple’s iPhone and wearable ambitions, and would instantly put to rest any discussion that Apple wasn’t innovating. One of the most difficult things for persistent Apple critics to grasp is that the company’s success - at least, as measured by Wall Street - isn’t as dependent on innovation as might be assumed from the company’s most common (and stinging) criticism. Besides the Apple Watch, Apple hasn’t launched a category-defining product in years, but that hasn’t stopped it from repeatedly breaking sales records or becoming the United States’ first trillion-dollar company.Įven so, Apple followers have been anxiously waiting for something new and exciting to shake things up, and up until this week, augmented reality glasses - iGlasses, for short - seemed to be the most likely candidate for imminent release. Interested in learning what's next for the gaming industry? Join gaming executives to discuss emerging parts of the industry this October at GamesBeat Summit Next.
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