According to Bloomberg News, insiders revealed that Apple has dug many engineers from the BlackBerry QNX project, allegedly to study driverless cars. The Apple Driverless System includes an AR heads-up display that integrates applications that can be controlled with Siri.
Not only that, but Apple is still using the VR simulator for prototype testing. VR testing allows Apple to evaluate new software without going to the road.
The intersection of Apple's car, AR and VR ambitions has emerged.
In September, Apple reportedly fired dozens of employees from the TItan (Apple Driverless Car Code) project and has given up on the plan to shift its focus to driverless car software.
As for Apple's VR/AR ambitions, not only CEO Cook has already said a lot of views, but also in various small moves. Review it:
Apple CEO Cook: AR will eventually be like our three meals a day
Cook seems to be looking forward to the future of augmented reality. At a meeting in Utah last weekend, Cook shared some of his ideas about augmented reality and seems to be telling us about Apple's future development plans. We learned that Cook said that augmented reality will fully enter our lives. He said that virtual reality will undoubtedly play a pivotal role in the future, but augmented reality will eventually become a necessity as a "three meals a day."
Cook did not talk about any information about Apple's new products, but he did reveal the future direction of Apple's research. He believes that augmented reality will first be integrated into the operating system, and then as technology evolves, it will become ubiquitous. Finally, we feel that life can be without augmented reality, just like now we feel how life can be without a mobile phone.
Of course, don't think that Cook can realize the augmented reality function when he says that the next generation of iPhone, he stressed that there is still a long way to go to achieve it. However, if it is realized, it will really change the world.
This is not the first time Cook has expressed his optimism about AR. Previously, in an exclusive interview with ABC News, Cook said straightforwardly that AR prefers AR technology compared to VR. Because AR has more consumer potential, it can immerse users in the "present". “VR and AR are extremely interesting technologies,†Cook said in an interview. “But at least for now, the AR technology is brighter.â€
Apple CEO TIm Cook personally tells why he prefers AR instead of VR
Recently, in an exclusive interview with ABC News, Apple CEO TIm Cook once again expressed his love for AR technology, and this time he is more straightforward, saying that AR prefers AR technology compared with VR. Because AR has more consumer potential, it can immerse users in the "present".
TIm Cook's remarks have made people wonder if the technology giant, which has not disclosed any VR or AR trends so far, may one day come to see us with AR products.
“VR and AR are extremely interesting technologies,†Cook said in an interview. “But at least for now, the AR technology is brighter.â€
The Pokemon Go, which started this summer, has made AR technology an image of consumers around the world. Different from VR, the AR technology that superimposes the game with the application scene and the real scene will not let the user isolate from the real world because of wearing the head, and the requirements for the environment used are more tolerant.
“AR technology won't let us isolate it from the real world. Even if you and I face it, it can work. Even the two of us can see the same scene and picture. Whether it is what we are talking about or something that is not present. People can use AR technology to appear in front of us.†It is this feature that can happen directly in real-life scenarios that makes Tim Cook think that AR has a wider range of applications and market potential.
“VR technology is relatively closed, it emphasizes not the moment, but a sense of immersion. But it is slightly less attractive to the consumer market.â€
However, Tim Cook did not give up VR. "We (Apple) are also interested in the possibility of VR in the field of education and games."
The whole industry is holding their breath, waiting for Apple to quickly join the VR and AR technology wheel battles of technology giants such as Facebook, Intel and Microsoft. Perhaps, we are all looking forward to a miracle of products like Apple's mobile phone and iPad in the field of VR and AR, which will once again change our smart life.
Recruiting and recruiting, attacking the city and plundering the land, Apple clearly stated that it will increase the investment AR
In the early morning of July 27th, Beijing time, Apple announced the third quarter financial report for the fiscal year ending June. Unexpectedly, Apple CEO Cook talked about AR technology at the conference.
Starting from the heat of Pokemon Go, Cook told investors that AR has "unlimited potential" and that Apple is investing in related technologies. He believes that "AR is very worthy of research and development." He said that "we will continue to invest in AR, although it is not certain whether AR is the next computing platform, but AR has unlimited potential." Previously, there were many speculations about Apple's VR/AR strategy. At this point, Cook's statement made Apple's abacus surface.
Blackbird has previously reported that at present, Apple has set up a VR/AR team of hundreds of people, and even senior Apple analysts believe that Apple's VR team is no less than Facebook.
In addition, since 2013, Apple has started a series of big moves in the VR field. In November of that year, it acquired Prime Sense, Israel's 3D motion capture technology company, which cooperated with Microsoft to develop the first generation of Kinect. . Recently, Apple acquired Flyby Media, an augmented reality company that co-operated with Google's 3D modeling project Project Tango, the sixth company that Apple bought for virtual reality. Meta augmented reality technology company Metaio, Swedish facial recognition technology company Polar Rose, Zurich real-time facial capture and animation company Faceshift, and American artificial intelligence (AI) company Emotient have all been purchased by Apple.
Back to Apple's fiscal 2016 third quarter earnings report, Blackbird Network summarizes some key data for everyone:
Apple's total revenue in the third quarter was 42.4 billion US dollars, down 15% year-on-year.
This is Apple's second consecutive quarter of revenue decline, after Apple's revenue has continued to grow since 2013. However, it is gratifying that the income results were slightly better than expected. For this reason, Apple's share price rose more than 5% after the opening.
Apple's revenue decline was mainly due to the decline in iPhone sales. Apple sold 40.4 million iPhones in the third quarter, down from 51.2 million in the previous quarter.
The main reason for the decline in iPhone sales is that since the iPhone 6 was released in September 2014, Apple's flagship phone has not been significantly updated, and the latest iPhone SE has also thinned the market for flagship phones.
Apple did not disclose the revenue of each mobile phone, but the average selling price of the iPhone dropped from $642 to $595.
In addition, the weak Chinese market has also led to a decline in iPhone sales. During the quarter, iPhone sales in the Chinese market fell by 31.1%, compared with 112.4% in the same period last year.
Although the performance of the Chinese market is not satisfactory, Apple CEO Cook said that he is “optimistic about the growth prospects of the Chinese market†and “the basic business performance is better than expectedâ€.
Apple's "Services" performance was eye-catching, creating $6 billion in revenue for the company in the third quarter, surpassing the revenues of Mac and iPad. Services businesses include Apple Music, iCloud Storage, iTunes, Apple Care, paid apps, and Apple Pay.
This year, for the first time, Apple announced the revenue of services and equipment separately. The savvy Cook hopes to show that even if users don't buy new equipment, they will put money into the service. Cook said: Next year, the value of the Services business may be equivalent to the value of a "Top 100 companies in the world."
Apple expects fourth-quarter revenue to increase slightly, reaching $45-475 million, ending the company's two consecutive quarters of revenue decline. However, the iPhone 7 scheduled for release on September 16 does not seem to have an amazing improvement in technology compared to existing models, so the iPhone 6 user's desire to change the machine should be small.
But in any case, Apple, with a market value of more than $530 billion, is still the most valuable company in the world. Apple's net profit for a quarter alone reached $7.8 billion, equivalent to the market value of the music service platform Spotify.
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