Apple is gearing up to launch the eagerly anticipated tenth-anniversary iPhone, the iPhone 8. The company will also introduce augmented reality software for its iOS mobile operating system later this year. It could transform how we use our phones – and analysts at UBS believe Apple is ideally positioned to take advantage of it and “leapfrog” rivals like Google. And further ahead, it hints at a future where we move beyond smartphones entirely. Tim Cook is pumped about augmented reality. In a recent interview with Bloomberg, the Apple CEO said he is “so excited about it, I just want to yell out and scream.” It’s just the latest in a long line of highly positive comments from the Alabama-born exec about the potential of the nascent technology – and according to UBS, he has got good reason to be excited. Analysts at the financial services company have put out a research note exploring the possibilities of augmented reality for Apple – and argue that it could help the firm “leapfrog” rivals like Google and prove to totally transform how we use our smartphones.Augmented reality (AR), for the uninitiated, is the halfway-house between virtual reality and, well, real reality. It overlays… Read full this story
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