Wednesday, November 23, 2016

Apple may be building augmented reality glasses; Should Microsoft worry?

Rumor has it that Apple is working on augmented reality glasses that may debut in 2018.

By then Microsoft's high-profile, untethered, AR wearable computer, HoloLens, will be three years old. Microsoft's earlier arrival to the market, however, is no guarantee that Redmond's answer to AR will win over Cupertino's much later arrival.

Microsoft was first to tablets and smartphones after all, and we know how that turned out. Still, Redmond seems to have learned a lesson or two from its former lax approach to hardware that resulted in the company being beaten at its own game on more than one occasion.

Microsoft beating Apple to AR doesn't guarantee a win.

With HoloLens Microsoft has taken a strategically calculated approach to the market by introducing it to specific industries and for specific use cases. This tailored approach has garnered passionate developer support for Windows Holographic. Moreover, Microsoft's nurturing of partner relationships to bring HoloLens-like hardware to market will further help Microsoft's ecosystem become the industry's platform for mix-reality (the continuum from augmented to virtual reality).



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