This fall, IKEA will roll out an augmented reality application for iPhones and iPads, using Apple’s ARKit platform. The company currently has teams of interior designers, professors and others in the Netherlands, Sweden and the U.S. working on the app, which is timed to go live with Apple’s launch of iOS 11 software. IKEA is not alone in realizing its customers could benefit from an app that allows them to envision how a couch will look in their living room; online furniture company Wayfair has also released an AR app. Continue reading IKEA to Launch an AR App Based on Apple’s ARKit Platform

This week at WWDC, Apple unveiled its ARKit augmented reality platform that enables app developers to use detailed camera and sensor data to map digital objects in 3D space, more immersive than previous 2D camera overlays. With ARKit, Apple can begin to compete with Google, which currently dominates phone-based AR. The move may also signal that Apple will build AR glasses. Many industry sources believe that Apple plans to integrate augmented reality features into its 10th anniversary iPhone and wants to develop a global AR platform. Continue reading Apple Debuts ARKit AR Tool for App Developers at WWDC

On November 11, at the USC School of Cinematic Arts, ETC’s AR Salon gathered a group of industry experts to discuss their experiences in augmented reality. ETC executive director/chief executive Ken Williams opened the event to welcome attendees, many of whom are already engaged in producing AR projects. Phil Lelyveld, ETC’s VR/AR program lead, spelled out the salon’s organization, which consisted of 10-minute presentations on the business of AR and the art and technology of AR, followed by discussion workgroups. Continue reading ETC’s AR Salon: Industry Experts Discuss Augmented Reality

Virtual reality may be the hottest technology trend now, with new headsets, cameras and content in high gear. But not everyone is enthused. Two naysayers have had big audiences for their caveats recently. The New York Times technology writer Farhad Manjoo has dubbed virtual reality “a prison of fantastical sights and sounds.” On Quora, a community-sourced Q&A site, military flight simulator expert Steve Baker wrote VR headsets are a major health hazard that can disorient the human brain and damage the eyes. Continue reading Virtual Reality Naysayers Dub VR ‘Prison’ and ‘Health Hazard’

Sales of virtual reality headsets and software are predicted to reach $1 billion this year, and advertisers are paying attention. At this week’s Cannes Lions International Festival of Creativity, an annual confab for advertisers and agencies, the focus will be on VR. Google executives will talk about the virtual reality platform based on the Android mobile operating system that the company plans to introduce this year, and ad agencies will describe how they’re using VR to promote brands and products. Continue reading Advertisers Explore Virtual Reality, Luxury Brands Embrace It

IKEA is launching an augmented reality app that works in conjunction with its AR-capable catalog. Consumers can visualize virtual furniture layouts by essentially superimposing furniture on top of the live view of a smartphone or tablet camera. Consumers select a piece of furniture from the catalog, and point their mobile device toward the physical catalog as a reference point for angle, light, position and size. A virtual version of the furniture will then appear on the device. Continue reading Augmented Reality App Offers Custom Views of IKEA Catalog