When Trace’s future co-founders Greg Tran, Martin Smith and Sean Couture joined Magic Leap in spring/summer of 2015, it was about as hot as startups come. After years of secrecy, the augmented reali
If this had been announced exactly a week prior, it would have been easy to mistake for some corporate April Foolery. Dyson, however, assures us that augmented reality vacuuming is real and coming in
Shader aims to challenge industry heavyweights like Snap’s AR development platform Lens Studio and TikTok’s Effect House, with its no-code AR creation tool that generates custom effects, 2D ma
In the week when gadget lovers around the world are enchanted by Vision Pro, a young, brave startup is trying to carve out a space for its augmented reality device that features a form factor starkly
In a keynote address at the Consumer Electronics Show in Las Vegas, Walmart president and CEO Doug McMillon and other Walmart execs offered a glimpse as to how the retail giant was putting new technol
Traditionally, being a hardcore movie fan means collecting physical memorabilia like autographed posters to show dedication. However, in recent years, a number of companies have started betting on dig
Apple’s and Google’s move into smart augmented reality several years ago, creating ways for people to use their smartphone cameras to identify everyday objects to interact with them, put t
Google sees augmented reality (AR) as a new, potentially quite effective advertising medium. Today, the search giant announced the launch of AR Beauty ads, a new smartphone ad type that allows brands
Snap is partnering with edtech company Inspirit to bring augmented reality into classrooms to help students better understand STEM lessons, the company announced on Wednesday. The two companies are wo
Snap is closing down a division of its company designed to offer its AR expertise to enterprise customers. The initiative, called AR Enterprise Service, or ARES, was announced in March of this year, a
Envisics, a U.K.-based holographics company building in-car technology that projects navigation, safety alerts and other data onto the inside of a windscreen, has closed a $100 million Series C round.
As a company, Magic Leap moved on from its first headset some time ago. Along with a new CEO came a major pivot. With the Magic Leap 2, the startup went all in on enterprise — a far safer and mo
TikTok’s AR development platform called “Effect House,” which allows creators to build AR effects for use in the video app, is officially out of beta. Creators can now download Effec
Yet another virtual tabletop (VTT) tool has joined the fray, giving Dungeons & Dragons, Pathfinder and tabletop role-playing gamers alike a new augmented reality experience. Mirrorscape, a mixed r
That’s because VR is missing the one crucial thing that could’ve taken it from “cool toy” to “must-have device.”
Brilliant Labs’ augmented reality wearable stands in stark contrast to Apple’s pricey, bulky, stealthy Vision Pro. The startup’s inaugural product, Monocle, is an open source, pocket
Genies, the Bob Iger-backed avatar tech company, announced Thursday the launch of its Developer Engagement Fund to reward developers that build AR experiences via Genies’ recently announced develope
Even with its hefty price tag, the Apple Vision Pro is still a killer device. Startups should pay attention.
We’ve never met. We’ve never talked. And still, I feel confident telling you that the Vision Pro isn’t for you. At the end of the day, it’s an odds game. You’re most people, and it’s there
Apple has acquired Mira, an augmented reality (AR) headset startup, for an undisclosed amount, according to The Verge. Founded by entrepreneur Ben Taft in 2016 and based in Los Angeles, Mira has been
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