Combing the market news, it is found that the current market forecasts for the apple online global developer conference, including the IOS 16 system will be upgraded significantly. Apple will also add wallpaper with gadget function to the lock screen of iPhone 14 and iPhone 14 pro, and support "always on" lock screen, which was originally planned by apple on last year's iPhone 13.
Other products, Apple The TV operating system tvos will be equipped with more smart homes, while the Mac will add some redesigned applications and make necessary modifications to system parameters to make them more consistent with IOS settings. The appearance of Apple watch will be changed and low power consumption mode will be added. It is reported that Apple usually releases new software at the press conference, and then releases a beta version for users to try. The final version will be released to all users in the autumn.
However, all the market focus is on Apple's ar products. The latest news pointed out that due to the cooling problem related to the computing power of the processor, Apple was forced to postpone the launch of its long rumored ar head display to next year. It is reported that Apple has hired Hollywood directors such as Jon Favro to develop video content for its augmented reality or hybrid reality helmet. For apple, the development of AR content and software tools is very important to improve the head display experience. In this regard, some analysts said that Apple's ar hardware development may not be smooth, and it is normal for the company to postpone product release under comprehensive consideration.
As early as 2016, apple made a large amount of investment in vr/ar, considered it a "huge business opportunity", and has been developing and demonstrating its AR technology to the outside world. Since last year, Apple has launched the AR function - Live text. It is a way to use mobile camera and AI to identify and classify information in the real world. When you use iphone Take a picture of a piece of paper. It will automatically scan and recognize any text on the page.
Therefore, even if Apple does not launch the head display device this year, more people will still turn their attention to Apple's AR technology.
Competition has entered a white hot stage
Now, the competition of technology giants in the vr/ar field has entered a white hot stage, especially the birth of the meta universe. Meta CEO Zuckerberg announced that the company changed its name and turned to the concept of building a meta universe. According to him, the online world, virtual world and real world will merge in the new universe. Now, meta is also releasing and selling its ar glasses, and Google will also launch them in the form of lens features and popular videos. Now, Apple also urgently needs to start showing the world its views on the future of vr/ar.
Camilla nESI, an analyst at creative strategy, a technology research company, said: "this is the next frontier. For apple, this is a new computing experience and a major opportunity to attract consumers through a device and the new experience brought about by the content built around it."
In addition, many Internet giants are also "buying and buying" in the meta universe. Earlier, AR glasses manufacturer nreal announced that it had completed a round of c+ financing of US $60million, led by Alibaba. Last year, byte beat bought Pico, a virtual reality equipment manufacturer. When it comes to the AR company Ali once invested in, we have to mention magic leap. Last October, magic leap announced that it had completed a new round of financing of $500million, with a post investment valuation of about $2billion. However, magic leap is a very secretive company. Because of this, the market has been asking: is magic leap exaggerating the company's technical capabilities through marketing hype?
In the domestic market, according to incomplete statistics, the number of vr/ar industry investments in China in 2021 was 99, an increase of 38 compared with 2020, an increase of 38.38% year-on-year. Therefore, it may not take that long for AR glasses to become a mainstream product and a common sight on the street.