AAPL has already publicly supported the concept of augmented reality multiple times in recent months. In a July earnings meeting, CEO Tim Cook said:
“AR can be really great. We have been and continue to invest a lot in this. We’re high on AR in the long run and we think there are great things for customers and a great commercial opportunity.”
And in September, Cook was quoted by Business Insider as saying:
“There’s virtual reality and there’s augmented reality — both of these are incredibly interesting. But my own view is that augmented reality is the larger of the two, probably by far.”
Clearly, Cook has been giving more than passing thought to augmented reality and in the quest to create a new, high-demand product line, Apple AR glasses could fit the bill. Carl Zeiss AG is a highly respected German company specializing in optical technology, so in terms of a partnership that makes perfect sense.
Google Glass may have failed to crack the augmented reality market, but it gave AAPL the opportunity to do what it does best: Learn from a rival’s mistakes and come back with its own version that nails it.
Apple AR glasses seem more likely than ever to be the next big new thing from AAPL and if Robert Scoble is right, they could be arriving as soon as this year.
As of this writing, Brad Moon did not hold a position in any of the aforementioned securities.