We dig into what information is available on Apple’s auto project to see how Apple’s looking to salvage a project that once reportedly employed several hundred people. Apple is even looking at holograms as a possible UI.Īutonomous vehicle efforts seem to have pivoted away from a car, and toward autonomous driving software and technologies like a light and ranging detection sensor (LiDAR). Meanwhile the infrared camera tech behind the iPhone X can also underpin Apple’s future moves into augmented reality and more. That means Apple Watch and AirPods were generating ~$27B or more in annual revenue. In the Q4’17 earnings call, Cook said Apple’s wearables business was large enough to rank as a Fortune 400 corporation. Wearables such as the Apple Watch and in-ear computers like the AirPods already allow Apple’s customers to make and receive calls without an iPhone. New AR apps are on the way, and there is new evidence AR glasses are also in the works. Augmented reality is the company’s biggest bet. There’s strong evidence Apple is once again actively “cannibalizing itself,” putting massive resources behind consumer tech that will render its own iPhone obsolete. But some of our main areas of focus include:Īpple’s bold bet on a post-smartphone world through augmented reality and battery-efficient wearables, including AR glasses. Given Apple’s size and prominence, we won’t be covering every aspect of its business or rehashing old news. We dug through Apple’s trove of patents, acquisitions, earnings calls, recent product releases, and organizational structure for concrete hints at how the company will approach its next self-reinvention. Will it be augmented reality, auto, wearables? Or something else entirely?Īpple is famously secretive, and a cloud of hearsay and gossip surrounds the company’s every move.Īpple is believed to be working on augmented reality headsets, connected car software, transformative healthcare devices and apps, as well as smart home tech, and new machine learning applications. #Faceshift studio 2015 alternative driver#Apple’s HomePod speaker system is poised to expand Siri’s footprint into the home and serve as a competitor to Amazon’s blockbuster Echo device and accompanying virtual assistant Alexa.īut the next “big one” - a success and growth driver on the scale of the iPhone - has not yet been determined. Looking for the next wave, Apple is clearly expanding into augmented reality and wearables with the Apple Watch and AirPods wireless headphones. ![]() Under CEO Tim Cook, Apple’s ability to seize on emerging technology raises many new questions. ![]() In many ways, Apple remains a company made in the image of Steve Jobs: iconoclastic and fiercely product focused.īut today, Apple is at a crossroads.
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