SensoMotoric’s portfolio, which includes hardware and software for use in fields like virtual and augmented reality (VR/AR), in-car systems, and clinical research, mesh well with Apple’s aspirations in each of these fields.
SensoMotoric could help fuel Apple’s AR and VR efforts ahead of the rest of the industry. Here’s how:
- * The company is entrenched in the VR industry. Apple has yet to enter a horse in the VR race. SensoMotoric, on the other hand, partnered with chipmaker ARM to demonstrate its VR tech at the Game Developers Conference 2017, and Qualcomm to develop a VR reference headset for device manufacturers to copy. Apple could leverage SensoMotoric’s know-how to accelerate its potential VR plans.
- * Future iterations of Apple’s AR efforts could benefit from SensoMotoric's tech. Apple is reportedly developing a pair of AR-enabled smart glasses (think Google Glass). The device could use eye tracking for object recognition, making purchases, or detecting which object in the field of view is of interest to the user — a scenario described by The Wall Street Journal.
Apple CEO Tim Cook’s bullish stance on AR makes it the most likely target for SensoMotoric’s tech, at least initially. Cook has stated on numerous occasions that he sees AR as an idea “as big as the iPhone.” The company also recently unveiled ARKit, an AR developer platform for iOS that utilizes the iPhone camera to project 3D-rendered images and videos onto a user’s environment. It’s not hard to imagine how this technology, alongside eye-tracking tech, could be integrated into an AR-enabled wearable.
At the same time, should Apple enter the VR market, it could have a massive impact on consumer adoption, in part due to the "Apple effect." The Apple effect is the noticeable uptick in device and tech adoption whenever Apple launches a new iteration of existing technology — such as the Apple Watch in the smartwatch market. And although VR device adoption has been relatively slow to begin with, Apple’s influence could be the catalyst that tips consumer adoption. Shipments of VR head-mounted displays (HMDs) are already set to surpass 12 million in 2017. The further growth of platforms and consumer adoption will drive VR HMD shipments to 55 million in 2022, at a compound annual growth rate (CAGR) of 36%, according to BI Intelligence.
- Identifies the major players in today's VR hardware and platform markets.
- Estimates future growth of each of the major VR categories.
- Explores barriers to mass market consumer adoption for each of the VR hardware categories.
- Considers how developer sentiment is driving the growth of various platforms.
- Assesses how the market will shake out over the next five years in terms of size and the success of various VR hardware categories.
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