augmented reality

At WWDC today, Apple unveiled its long-awaited AR headset, which consumers have been anticipating for years. But how much will the Apple Vision Pro cost? Apple Vision Pro will retail for $3,499, and i

Today’s the big day, and we’re expecting big things — well, one really big thing for sure. Apple will kick off WWDC 2023 at 10AM PT Monday June 5 with its customary keynote. As ever, the

By the time Howard Rheingold’s “Virtual Reality” was published in 1991, the Sensorama was already a “slowly deteriorating” relic stashed away in a cabana next the pool at its invento

Apple has sent out official invitations to select media to attend its WWDC 2023 keynote in person at the company’s Apple Park headquarters in Cupertino, California. The keynote is set to take pl

From the makers of Pokémon GO comes another mobile game that brings cute little creatures to our fingertips: Peridot. Like a ’90s Tamagotchi toy, Peridot is a pet simulator, but it takes place comp

Augmented reality is coming to Reels Ads and Facebook Stories, Meta announced this afternoon at the IAB’s NewFronts as part of its pitch to advertisers. The update allows brands like Sephora, Ti

Snap today offered an update on its AR Enterprise Services (ARES), the company’s recently announced initiative focused on providing AR tools and expertise to businesses that want to leverage Sna

While the U.S. government debates TikTok’s future following last week’s congressional hearing, the video entertainment platform today announced a new product called Branded Effects aimed a

Snap users are already quite familiar with the company’s expertise in AR thanks to Lenses and Filters. Now, the social media company is unveiling AR Enterprise Services (ARES) to offer those tools t

Update: Google tells TechCrunch that it remains committed to augmented reality, stating, “For years, we’ve been building AR into many Google products and we’ll continue to look at ways t

ThirdEye's second-gen X2 MR glasses can be used for various sectors, including health care and manufacturing.

Snap has introduced ray tracing technology to its AR Lens Studio for developers around the world, the company announced on Wednesday. Ray tracing is a technical capability that allows for realistic re

When Bret Taylor announced he was stepping down as co-CEO and co-chair at Salesforce in November, it was easy to be cynical about him saying he wanted to go build again. Well, guess what? He wanted to

Google has acquired Alter, an artificial intelligence (AI) avatar startup that helps creators and brands express their virtual identity, for about $100 million, a source familiar with the matter told

Today is Disney+ Day, and, as part of its perks, the company is offering Disney+ subscribers a new AR experience in conjunction with the short film “Remembering,” starring and produced by

Applications in the metaverse often feel like more of a marketing gimmick than something that a critical mass of consumers would use, let alone pay for. But turn to the enterprise and there appears to

Apple’s highly anticipated mixed reality headset may now have a name, according to a Bloomberg report earlier this week. The outlet spotted trademarks in the U.S. and global markets related to t

Augmented reality headsets have been around for years, but none of the market players has really expanded beyond the techy demographic and broken into the mainstream. An AR startup hopes to change tha

To celebrate the premiere of HBO’s highly anticipated “Game of Thrones” prequel, “House of the Dragon,” HBO Max is partnering with Snap to give users access to in-app AR

Snapchat has launched a new in-app game called Ghost Phone designed to showcase the company’s AR technology by allowing players to discover the secrets of an abandoned phone and hunt supernatura