Indeed, with the launch of Apple TV+ at the end of 2019 and the company’s most powerful suite of mobile phones – iPhone 12 – in October 2020 (and another, even more powerful set of iPhones scheduled to be hit the shelves on September 24), the Silicon Valley giant has doubled down on the delivery and consumption of cutting-edge entertainment. It’s no wonder, then, that Apple CEO Tim Cook considers one of the most sophisticated tools in his company’s arsenal, ARKit, to be ‘critical to Apple’s future.’
“In terms of AR, the promise of AR is that you and I are having a great conversation right now.,” Cook told the New York Times earlier this year. “Arguably, it could even be better if we were able to augment our discussion with charts or other things to appear.”
Even Apple’s September 14 event page has a hidden AR effect embedded in its announcement: clicking the seemingly ordinary Apple logo floating over an alpine lake activates ARKit and soon reveals an augmented reality logo hovering in your environment.