Just a day after launching a new virtual reality (VR) product line, Apple Vision Pro, the tech giant confirmed the acquisition of Mira, an augmented reality (AR) startup that provides hands-free, smartphone-powered headsets. On June 7, The Verge reported Apple’s latest acquisition was revealed through a private Instagram post shared by Mira CEO Ben Taft, which Apple later confirmed as accurate to the outlet.
Expected to hit the market in early 2024, Apple Vision Pro stands as the most expensive mixed-reality gear — currently being priced at $3,499. While Vision Pro comes packed with innovations geared toward personalized virtual reality, Mira’s headsets are purpose-built for industrial applications. Current use cases include chemical, steel and food manufacturing, mining services and defense. Other prominent implementations include building AR headsets for Universal Studios in Nintendo World theme parks.
Apple’s acquisition of Mira strengthens its foothold in the mixed reality market, further showcasing the potential growth of this evolving technology. However, the stark difference in focus areas between Apple Vision Pro and Mira’s industrial applications raises questions about the compatibility and future direction of both product lines. Mira, on the other hand, has proven successful in securing funding totaling $17 million from investors like Blue Bear Capital and Sequoia, hinting at its perceived potential and value in the AR market.
With Apple explicitly excluding the words “metaverse” or “virtual reality” during Vision Pro’s launch, tech entrepreneurs see the device’s potential to expedite the sub-crypto ecosystem’s adoption. Alongside tech giants, government agencies have also started experimenting with the metaverse. The Chinese city of Nanjing recently inaugurated the China Metaverse Technology and Application Innovation Platform to advance metaverse research and development across the country.
The growing interest in metaverse initiatives highlights the potential for such platforms to generate considerable revenue. In this light, Apple’s investment in AR technology and its acquisition of Mira signal not only the company’s commitment to exploring new technological directions but also the anticipation that its efforts will pay off in the long run.
Ultimately, while the exact outcome of Apple’s acquisition of Mira remains to be seen, it is clear that the tech giant is positioning itself at the forefront of emerging market trends. As the line between physical and digital realities continues to blur, the battle between AR and VR will undoubtedly grow more intense. Apple’s acquisition of Mira presents both opportunities and challenges in keeping up with the fast-paced evolution of technology while leveraging its growing potential for commercial success.
Source: Cointelegraph
