Apple Marketing Lead Greg Joswiak Talks ARKit in New Interview

Apple's vice president of product marketing Greg Joswiak this week sat down for an interview with The Australian, where he spoke about the company's augmented reality efforts, including ARKit and the response that its gotten from developers so far.

Enthusiasm about ARKit has been "unbelievable" says Joswiak, who went on to describe some of the things developers have built so far, including virtual tape measures that can accurately measure real-world objects. "It's absolutely incredible what people are doing in so little time," he said. Joswiak declined to speak about Apple's future AR plans, but said the company is going to "start at zero" with the iPhone and the iPad.

Apple was not talking about any plan to build AR glasses or a headset, but would instead promote its use on the iPhone and iPad, he said. "I think there is a gigantic runway that we have here with the iPhone and the iPad. The fact we have a billion of these devices out there is quite an opportunity for developers.

"Who knows the kind of things coming down the road, but whatever those things are, we're going to start at zero."

Joswiak also spoke about HomeKit, where he said he expects "plenty" of compatible HomeKit devices to be in homes in Australia before the HomePod speaker launches in December, and he highlighted both the new Siri voices in iOS 11 and Apple's work on machine learning. Apple has been using machine learning techniques since 2007, when the original iPhone launched. "We used machine learning to learn what you typed back in 2007," he said.

Machine learning, ARKit, and artificial intelligence play a major role in iOS 11. With ARKit, developers are able to quickly and easily build augmented reality experiences into their apps and games. When it launches this fall, ARKit will be the largest AR platform in the world, thanks to the myriad iPhones and iPads that are out on the market.

Top Rated Comments

Zirel Avatar
46 months ago
While VR is easy, just dump a faster, more powerful graphics card, AR is very complicated, because you can’t solve it just by catching the silicon drift.

Apple has, by far, the best AR until now, and it has it ready to be literally in the hands of 100’s of millions of consumers right when iOS 11 launches. They have won the game, and Google and Microsoft have a lot to catch up...

Also, they own PrimeSense, the real engineers behind "Google" Project Tango...
Score: 5 Votes (Like | Disagree)
Relentless Power Avatar
46 months ago
I think AR-Kit is interesting in its infancy with mapping objects on to a surface. But that's just the start and how it will Expand with iOS devices. Once it expands more into the gaming era With the iPad or how someone could potentially stage their home with virtual furniture to see what it would resemble Before purchasing is clever.

I can only imagine how this will expand in its capabilities in two/three years time from where it is now.
Score: 4 Votes (Like | Disagree)
zapm Avatar
46 months ago

So instead of being hands free, moving your head around in free-space.
Then with the aid of hand controllers being able to interact with virtual objects.

You have to stand there, looking at a small screen, whilst using both hands to hold it in front of your face.

You sure Apple's version is really the future?

Pair them with a set of smart glasses. Who knows, Apple may eventually come out with their own. The problem with VR is that you become completely blind to the actual world.

Check out this article: http://www.pcmag.com/article/347242/ar-vs-vr-whats-the-difference
Score: 3 Votes (Like | Disagree)
FactVsOpinion Avatar
46 months ago

So instead of being hands free, moving your head around in free-space.
Then with the aid of hand controllers being able to interact with virtual objects.

You have to stand there, looking at a small screen, whilst using both hands to hold it in front of your face.

You sure Apple's version is really the future?

That's not "apple's version" of AR in its limit. That's just AR on a phone. The software technology Apple developed would just as easily work in a headset or other device; and work better than competitors.

In addition, nearly the whole world has a phone already and uses it in way that could be meaningfully enhanced with AR, so Apple's approach is the right first step.
Score: 3 Votes (Like | Disagree)
ShinySteelRobot Avatar
46 months ago

So instead of being hands free, moving your head around in free-space.
Then with the aid of hand controllers being able to interact with virtual objects.

You have to stand there, looking at a small screen, whilst using both hands to hold it in front of your face.

You sure Apple's version is really the future?

You've confused Virtual Reality with Augmented Reality. Totally different tech.
[doublepost=1498780919][/doublepost]

I wonder how good the ARKit is going to perform on those "billion" devices out there. Are we really expecting backwards compatibility all the way? How neutered will ARKit be on even one year old devices when iOS 11 launches?

Apple wants to ensure ARKit is a great experience on all supported devices. To that end, ARKit is fully enabled on everything back to iPhone 6S and other devices from that era (basically if your device runs on an A9 chip, you're good to go).

Older devices running on A8 chips and before won't support ARKit, so I can't run it on my iPhone 6 Plus.

Of course, newer devices will probably run ARKit more smoothly, but AFAIK Apple doesn't "neuter" ARKit in any way.
Score: 3 Votes (Like | Disagree)
FrenchRoasted Avatar
46 months ago
Waiting to see pictures of people running around with an iPad strapped to their heads.
Score: 2 Votes (Like | Disagree)

Top Stories

16inchmacbookpromain

Kuo: New MacBook Pro Models to Feature Flat-Edged Design, MagSafe, No Touch Bar and More Ports

Thursday January 14, 2021 9:32 pm PST by
Apple is working on two new MacBook Pro models that will feature significant design changes, well-respected Apple analyst Ming-Chi Kuo said today in a note to investors that was obtained by MacRumors. According to Kuo, Apple is developing two models in 14 and 16-inch size options. The new MacBook Pro machines will feature a flat-edged design, which Kuo describes as "similar to the iPhone 12" ...
iphone x camera close

iOS 14.4 Will Introduce Warning on iPhones With Non-Genuine Cameras

Thursday January 14, 2021 8:07 am PST by
In the second beta of iOS 14.4 seeded to developers and public testers this week, MacRumors contributor Steve Moser has discovered code indicating that Apple will be introducing a new warning on iPhones that have had their camera repaired or replaced with aftermarket components rather than genuine Apple components. "Unable to verify this iPhone has a genuine Apple camera," the message will...
prototype iphone 12 pro

Prototype iPhone 12 Pro Shown Off in Photos

Wednesday January 13, 2021 3:39 pm PST by
Developer Giulio Zompetti, who often shows off prototype versions of Apple devices, today highlighted a prototype version of the iPhone 12 Pro. The iPhone 12 Pro is running an operating system called SwitchBoard, a nonUI version of the iOS 14 update that Apple uses internally. We've seen SwitchBoard on prototype devices before, as Apple uses it to test new features. Zompetti's prototype...
find my app safari post

Safari Allows Users to Enable Hidden 'Items' Tab in 'Find My' App Ahead of AirTags Launch

Wednesday January 13, 2021 5:45 am PST by
As seen in screenshots obtained by MacRumors in 2019, Apple's long-rumored AirTags items trackers are expected to be managed through the Find My app on iPhone, iPad, and Mac. Now, any user can get an early look at this tab. MacRumors reader David Chu today alerted us that the hidden "Items" tab in the Find My app can be enabled on an iPhone or iPad by typing in the link findmy://items in...
pioneer carplay wc5700nex

The Best Apple-Related Accessories at CES 2021

Wednesday January 13, 2021 1:16 pm PST by
CES 2021 is taking place digitally this year, and it hasn't been as exciting as in past years because many vendors have opted out. That said, some companies are still showing off some interesting Apple-related accessories that are coming out this year and that will be of interest to Mac, iPad, and iPhone users. Subscribe to the MacRumors YouTube channel for more videos. Pioneer Wireless...
Hue module dimmer switch

Philips Hue Announces New Wall Switch Module, Dimmer Switch, and Outdoor Light Bar

Thursday January 14, 2021 3:11 am PST by
Philips Hue has announced a new wireless dimmer switch module that lets Hue bridge owners directly control the smart lighting from their standard wall switches. The new Philips Hue wall switch module is the ideal addition to any Philips Hue set up. Installed behind existing light switches, it allows users to turn their existing switch into a smart switch and ensures their smart lighting is...
macbook pro 16 inch thunderbolt

Bloomberg: Next-Generation MacBook Pro to Offer Improved Displays, Faster Charging Over MagSafe

Thursday January 14, 2021 11:36 pm PST by
Following today's report from analyst Ming-Chi Kuo outlining major changes for the next-generation MacBook Pro models coming in the third quarter of this year, Bloomberg's Mark Gurman has weighed in with his own report corroborating some of the details but seemingly differing a bit on others. First, Gurman shares more details on the return of MagSafe charging to the MacBook Pro, indicating...
cook cbs this morning

CBS This Morning: Apple to Make 'Big Announcement' Tomorrow Morning

Tuesday January 12, 2021 8:46 am PST by
CBS This Morning today shared a short clip of an upcoming interview with Apple CEO Tim Cook in which addressing last week's events at the U.S. Capitol, with Cook saying "it's key that people be held accountable for it." Following the clip, Gayle King of CBS noted that the interview with Cook was not specifically arranged to address the current controversy over Parler and other repercussions, ...
iOS 14

Apple Seeds Second Betas of iOS 14.4 and iPadOS 14.4 to Developers [Update: Public Beta Available]

Wednesday January 13, 2021 10:03 am PST by
Apple today seeded the second betas of upcoming iOS 14.4 and iPadOS 14.4 updates to developers for testing purposes, with the new betas coming a month after Apple released the first betas. iOS 14.4 and iPadOS 14.4 can be downloaded through the Apple Developer Center or over the air after the proper profile has been installed on an iPhone or iPad. Paired with the HomePod 14.4 beta that is...
caldigit thunderbolt 4 dock featured

CalDigit Introduces USB-C Dock With 10 Ports and Up to 94W Charging for Macs [Updated]

Wednesday January 13, 2021 9:16 am PST by
CalDigit today unveiled a new Thunderbolt 4 dock with a wide selection of connectivity options, including three USB-A ports, one USB-C port, two HDMI 2.0 ports, a Gigabit Ethernet port, an SD card slot, and a 3.5mm headphone jack. The dock also has a Thunderbolt 4 port that allows it to be connected to a Mac with a single cable, with up to 94W of pass-through charging for the latest MacBook...