On the market for an iPhone? Here's a breakdown of all the currently shipping iPhones from Apple.
Mac Pro Now Available
Longtime iPhone Executive Named New Head of Augmented Reality Marketing
Apple has named longtime Apple employee and iPhone executive Frank Casanova as its first head of marketing for augmented reality, reports Bloomberg.
Casanova, who has been at Apple since 1988, is responsible for all aspects of product marketing for Apple's "augmented reality initiative," according to his LinkedIn profile.
Prior to being named head of Apple's AR marketing effort, Casanova worked as Apple's senior director of iPhone partner marketing. He started at Apple as a product manager in May 1988, spent a short stint at another company for a year in 1997, and has been working at Apple since then. He was around for the launch of the iPhone as well as many other pivotal products.
As Bloomberg points out, Apple's decision to name a head of product marketing for augmented reality indicates the importance of the feature for the future of the company. Apple debuted ARKit, its augmented reality platform, in iOS 11, and made significant improvements to it in iOS 12.
ARKit turned Apple's iPhones and iPads the largest augmented reality platform available, with many apps now taking advantage of augmented reality capabilities.
Apple is also working on improved AR functionality for iPhones in 2020 through a laser-based 3D rear camera, and the company is said to have an augmented reality headset in the works, which could launch around the same timeframe.
Casanova, who has been at Apple since 1988, is responsible for all aspects of product marketing for Apple's "augmented reality initiative," according to his LinkedIn profile.
Prior to being named head of Apple's AR marketing effort, Casanova worked as Apple's senior director of iPhone partner marketing. He started at Apple as a product manager in May 1988, spent a short stint at another company for a year in 1997, and has been working at Apple since then. He was around for the launch of the iPhone as well as many other pivotal products.
As Bloomberg points out, Apple's decision to name a head of product marketing for augmented reality indicates the importance of the feature for the future of the company. Apple debuted ARKit, its augmented reality platform, in iOS 11, and made significant improvements to it in iOS 12.
ARKit turned Apple's iPhones and iPads the largest augmented reality platform available, with many apps now taking advantage of augmented reality capabilities.
Apple is also working on improved AR functionality for iPhones in 2020 through a laser-based 3D rear camera, and the company is said to have an augmented reality headset in the works, which could launch around the same timeframe.
Related Roundup: Apple Glasses
[ 49 comments ]
Top Rated Comments
(View all)
11 months ago
How about producing a single useful AR application before trying to market the benefits? It’s troubling that Apple is marketing a “technology” instead of focusing on the user experience. This is something they have always avoided in the past, but Tim Cook’s enthusiasm for what AR will be and enable in the future (with Apple Glasses) has led them to promote a technology that has no current user benefit. They are blatantly trying to stoke developer and consumer interest now based on empty gimmicks, so they will have a strong platform once glasses are feasible.
It’s simply not practical to hold up a phone or tablet in front of one’s face as a viewing window, and there is no “killer app” or even one worth downloading. ARKit has existed for 2+ years and is still little more than a tech demo. One day AR will be transformative and create amazing experiences with immersive glasses, but until then, Apple should really shut up about it.
It’s simply not practical to hold up a phone or tablet in front of one’s face as a viewing window, and there is no “killer app” or even one worth downloading. ARKit has existed for 2+ years and is still little more than a tech demo. One day AR will be transformative and create amazing experiences with immersive glasses, but until then, Apple should really shut up about it.
11 months ago
I think the measurement app is mostly for getting a ballpark figure. At least at the moment. I have used it to measure some things but I didn't need it with in 1/16th of an inch.
If one has to second guess with AR then it didn't need to be measured to begin with. Often it's quicker to use a tape measure.
As for accuracy and precision, AR measurement of 6'8" is off by +/- 2.5" for a 6'10.5" door so every door in the house will either not close or be a swinging type. No thanks. They're better off focusing their resources on more important priorities like Siri, iOS, Nvidia driver support, etc.
11 months ago
Does it really need marketing for such a mature, roughly seven year old, feature? AR tape measurement is a nice gimmick but no one is going to use it for anything serious unless they want their furniture making, building, etc. to come out crooked and fail code due to lack of accuracy and precision. Any life left for AR are hands-free translucent applications like car windshield HUD, low profile eyewear HUD, etc.
11 months ago
How about producing a single useful AR application before trying to market the benefits? It’s troubling that Apple is marketing a “technology” instead of focusing on the user experience. This is something they have always avoided in the past, but Tim Cook’s enthusiasm for what AR will be and enable in the future (with Apple Glasses) has led them to promote a technology that has no current user benefit. They are blatantly trying to stoke developer and consumer interest now based on empty gimmicks, so they will have a strong platform once glasses are feasible.
It’s simply not practical to hold up a phone or tablet in front of one’s face as a viewing window, and there is no “killer app” or even one worth downloading. ARKit has existed for 2+ years and is still little more than a tech demo. One day AR will be transformative and create amazing experiences with immersive glasses, but until then, Apple should really shut up about it.
Meanwhile Microsoft heavily markets AR to the public at large that have no use for it. I am not an engineer who teaches deaf people to see sounds. Nobody has a viable AR product thus far but it would be insane not to keep trying.
11 months ago
How about producing a single useful AR application before trying to market the benefits? It’s troubling that Apple is marketing a “technology” instead of focusing on the user experience. This is something they have always avoided in the past, but Tim Cook’s enthusiasm for what AR will be and enable in the future (with Apple Glasses) has led them to promote a technology that has no current user benefit. They are blatantly trying to stoke developer and consumer interest now based on empty gimmicks, so they will have a strong platform once glasses are feasible.
It’s simply not practical to hold up a phone or tablet in front of one’s face as a viewing window, and there is no “killer app” or even one worth downloading. ARKit has existed for 2+ years and is still little more than a tech demo. One day AR will be transformative and create amazing experiences with immersive glasses, but until then, Apple should really shut up about it.
AR was supposed to be the next breakthrough technology for Apple; the technology that was supposed to change the smartphone landscape forever.
What a joke--it's just awkward demo ware. All sizzle and no steak.
Not sure why they couldn't have at least put it into Apple Maps for walking directions (like Google is testing now). I'm sure they'd have made the interface beautiful and it'd certainly by more useful than AR Carrot Weather and AR PCalc. Yuck.
[doublepost=1549940049][/doublepost]
AR is more DOA than 3D or VR were. Maybe only blockchain is more useless! Google tried to make it a thing with Google Glass and failed miserably. Outside of education (anatomy, chemistry) and games for kids, there is literally no purpose for AR at the moment.
Sure everyone will measure stuff or see what furniture looks like with the IKEA or Amazon app at least once but the novelty wears off fast. Definitely not the game changer Tim made it out to be when introducing iOS 11.
11 months ago
Ha, Blockchain. Also supposed to change the world.
The hardcore blockchain evangelists still think it will cure everything! There are fewer of them out there post-bitcoin crash though.
11 months ago
RE: "As Bloomberg points out, Apple's decision to name a head of product marketing for augmented reality indicates the importance of the feature for the future of the company."
NO, NOT necessarily.
Maybe they just to make sure that they don't make any catastrophic mistakes with AR, like they did with Wide Color, 10-bit color, Or the amount of DRAM they put in some of their iPhones ! ... i.e., areas where their VP of Marketing, Phil Schiller, failed the company, & select third-party App Devs, badly !
NO, NOT necessarily.
Maybe they just to make sure that they don't make any catastrophic mistakes with AR, like they did with Wide Color, 10-bit color, Or the amount of DRAM they put in some of their iPhones ! ... i.e., areas where their VP of Marketing, Phil Schiller, failed the company, & select third-party App Devs, badly !
11 months ago
AR is more DOA than 3D or VR were. Maybe only blockchain is more useless! Google tried to make it a thing with Google Glass and failed miserably. Outside of education (anatomy, chemistry) and games for kids, there is literally no purpose for AR at the moment.
Sure everyone will measure stuff or see what furniture looks like with the IKEA or Amazon app at least once but the novelty wears off fast. Definitely not the game changer Tim made it out to be when introducing iOS 11.
Sure everyone will measure stuff or see what furniture looks like with the IKEA or Amazon app at least once but the novelty wears off fast. Definitely not the game changer Tim made it out to be when introducing iOS 11.
11 months ago
Both statements show how short term you think.
I'm referring to the iPhone hype specifically; not future product development.But sure, stay nasty.
11 months ago
Both statements show how short term you think.
I can’t tell you how often I regularly hear engineers we work with say, “Well that’s impossible, because if it were possible someone would have done it already and we’d all be using it by now.” I appreciate anyone who can pack that many mental hurdles & crutches into one sentence warning me early, before we get too far along in a project with them.[ Read All Comments ]
This week's big news was obviously the launch of the new Mac Pro, and we had tons of coverage about Apple's new professional desktop machine and accompanying display. The first orders will...
Apple today updated its iTunes Remote app with support for Apple Music and the Apple TV apps in macOS Catalina, enabling a feature that was first introduced earlier this week in macOS Catalina...
For this week's giveaway, we've teamed up with Fuse to offer MacRumors readers a chance to win a set of cable organizers for Apple device cables from Fuse.
Fuse in November added to its...
Apple Podcasts are now available on Alexa-enabled devices as of today. Amazon announced the news earlier this morning, confirming that Alexa device owners in the United States can now ask the smart...
Last week, Apple started taking pre-orders for Apple Watch models with cellular connectivity in New Zealand. Those orders are now arriving into the hands of customers, and New Zealand carrier Spark...
Apple has renewed "Little America," a series created by Kumail Nanjiani and Emily V. Gordon, for a second season, according to Variety.
"Little America," described as an...
Jura's new Jura Anchor and carabiner setup are designed to add a little handle to the charging case of the AirPods and AirPods Pro, so you can attach it to a bag, backpack, belt loop, or keys.
...
Google has shared its annual Year in Search lists, revealing that "iPhone 11" was the fifth-most trending search term on a worldwide basis in 2019, behind India vs South Africa, Cameron...
