Apple Inc. may not have been the most exciting innovator in recent years, but Tim Cook’s teams have never stopped working on new tech behind the scenes. ARKit, the set of tools that will allow app developers to add advanced augmented reality functions to their apps, is just one example of that.
Augmented Reality is not quite Virtual Reality. It doesn’t create new worlds, but it does add to the one we live in. Most people are aware of big AR apps like Pokemon Go from Niantic. Cupertino is working on making technology like that easier to develop so that it can become a central part of the smartphone experience.
Apple comes before Alphabet
Apple ARKit was revealed by Craig Federeghi at this year’s WWDC earlier this month. It’s set to be loaded onto millions and millions of devices by the time iOS 11 is pushed later this year. What ARKit can do has been done before, but that’s not what makes it special.
Project Tango, from Alphabet Inc , Google, has already shown off some interesting AR experiments. The big difference is that Project Tango is only available on a couple of devices. People who aren’t developers don’t really have access to it.
As with the smartphone, Apple Inc. has a talent for taking impressive tech and convincing the wider public that it is, in fact, useful. That’s something that Alphabet Inc , Google has failed at over and over again.
That’s exactly what seems to be happening with Augmented Reality. Those looking to see what smartphones can really do should be thinking about giving up on Alphabet and paying attention to what Apple is doing.
Augmented reality, the future and Apple stock
Very few on Wall Street are paying attention to the Cupertino Augmented Reality strategy. At most they see the tech as a sales tactic. Every little bit of exclusive software on iOS makes the iPhone more valuable. For those with an interest in Apple stock that’s the most important thing by far.
We’ll have to wait and see whether or not the firm’s AR ever makes it past that point. With the release of its development tools we will hopefully see some of the firm’s more dedicated developers try to turn it into something that really adds value to the firm’s marquee product.
Apple stock discussions only lead to one place among Wall Street analysts. China’s demand for the firm’s smartphone is the real driver of the share price right now. On Monday morning Steven Milunovich from investment bank UBS made that case strongly.
According to Mr. Milunovich Apple shares are heading for $170 in the next twelve months. The motor behind the Apple share price rise will be a 35 percent increase in iPhone sales in Mainland China. Under his bull case for Apple, sales in the East Asian market could rise by as much as 58 percent.
Augmented reality is never likely to be a visible part of Apple Inc. stock. The firm’s big AR push will likely give it an edge on the hottest new apps going forward, however. Just as Pokemon Go came to iOS first, so are other AR apps. That cements the firm’s position as the premium mobile platform.