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.

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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

Top Rated Comments

Simmias Avatar
35 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.
Score: 12 Votes (Like | Disagree)
mi7chy Avatar
35 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.
Score: 9 Votes (Like | Disagree)
mi7chy Avatar
35 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.
Score: 8 Votes (Like | Disagree)
ryanwarsaw Avatar
35 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.
Score: 3 Votes (Like | Disagree)
Glockworkorange Avatar
35 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.
Man, did they hype AR with iOS 11.

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.
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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.
Ha, Blockchain. Also supposed to change the world.
Score: 3 Votes (Like | Disagree)
lec0rsaire Avatar
35 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.
Score: 3 Votes (Like | Disagree)

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