Brief: Apple unveils augmented reality APIs to compete with other top tech players
- Apple revealed ARKit, its new API platform for augmented reality development, at its annual Worldwide Developers Conference (WWDC) yesterday.
- ARKit consists of a set of application programming interfaces (APIs) that developers can use to build immersive augmented reality (AR) apps for the iPhone.
Why it matters:
- Augmented reality (AR) technology allows graphics, sound, video, or location data to be layered over a live view of the physical real-world environment. It therefore has important – and potentially very lucrative – applications for brand owners and tech companies that generate revenue through advertising.
- Apple is not the first big tech player to enter the AR race. Back in April, Facebook announced AR Studio as part of its Camera Effects platform, a software package for developers to create new experiences for users of the social network’s photography app. Facebook rival Snap has also made a big AR push, though it banned third-party development around its products in 2015.
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