ã€Global Technology Reporter Zhang Zhiying】 Cook recently publicly praised the augmented reality, first called AR revolution triggered by the same as the next smart phone, also known as its potential over VR. Following these remarks, it was announced today that the iPhone 8 will incorporate AR technology. These sensational predictions once again fueled the visibility and attention of augmented reality.
Wu Enda, Baidu's chief scientist, had expected that AR technology could be promoted first because of the development of mobile devices. If Apple really joins the augmented reality application on the iPhone 8, then AR will certainly be really hot.
Therefore, Apple is not the only company to bet on AR. Baidu has almost similar comments with Apple. At the end of last year, it also set up an AR lab to become a key research project. From the two major technology giants Apple, Baidu's description of AR, we can see some of the AR's future clues.
AR will bring revolution
How do these two giants see AR? According to Apple CEO Cook's remarks, it can be understood that for Apple, AR is a great idea, but also a "core technology" (not a product), can combine with life, bring a lot of fun. It has universality and is suitable for serving all people. Baidu emphasizes that AR will bring a new mode of human-computer interaction. In the future, the way of reading will experience changes, and the understanding of the picture will no longer be the same.
Interestingly, Baidu and Apple also predicted the revolutionary nature of AR. Bai Dayan scientist Wu Enda cuts in from the perspective of AR's core technology, artificial intelligence. He calls artificial intelligence's influence like electricity. It is a revolutionary revolution that will change countless industries. The development of artificial intelligence will make AR similarly influential. . Cooke directly stated that AR brought about a huge revolution, like the changes brought by smart phones.
Wu Enda once further explained the possible future appearance of AR technology. He said that in the future when we interact with AR pictures through speech, it will likely provide users with many interesting augmented reality. Among them, image technology is the core technology of AR, which can be used for virtual positioning, and face recognition technology can do avatar recognition, etc., which will enrich the possibility of AR.
AR is optimistic about the key: intrinsically resonates with life
From the above, it is not difficult to see that they think that AR will change humans' lifestyles and habits. In my opinion, the important reason why Baidu and Apple are so optimistic about AR is to look at the combination of AR and real life.
This point Cook explained in some detail, he said, AR can let us participate in the real world, but it will "enhance and enhance" what is happening now. He also said that AR is part of your world and part of your conversation. It can resonate with life. "Resonance with life" is particularly clear in this regard. Combining with life, it may hit all the broad masses of the people and the business opportunities are indispensable.
Compared to VR, wearing a helmet and is isolated from the real world, and most people do not like to isolate themselves for so long. Cook also said that the real problems include that today's hardware devices do not allow long-term use.
Therefore, in addition to the popularity of time, from the perspective of eyeball adhesion and the length of time users stay, AR will have more commercial potential than VR. The previous Pokemon Go game was a big hit, and to some extent it should have confirmed this view. People will find it interesting to the real world, plus the augmented real world of technological imagination.
What Shun said is that "AR's potential is greater than VR'", I think it is Cook's point of view on the commercial application of Apple devices. After all, it's difficult to completely compare them. Because VR is more like a movie or story, it requires more focus. The time of soaking in the cinema or playing electric is inherently isolated. Therefore, in terms of the VR characteristics, it is more suitable for the entertainment and cultural industries. The key to the development is indeed whether the future hardware technology can break through.
Baidu builds an AR platform Apple iPhone 8 combines AR
How will Baidu use AR? Baidu's flagship AR platform has now launched the AR development platform DuMix, which forms a complete system with the former AR application platform DuSee. This allows content developers to use Baidu's resources to a certain extent from the AR software production to the market. Before Baidu also introduced Baidu map AR navigation, using AR technology to repair the old Beijing Ninetowns and other activities. In addition, Baidu hopes to develop ground-based business applications by creating AR platforms that combine, for example, shopping and e-commerce, with more partners.
As for Apple, although Apple has hundreds of AR and VR application engineers working on R&D, it is unclear how Apple will use AR for software and hardware. The latest news is that Goldman Sachs analyst Simona Jankowski said that the probability of Apple's integration of the AR into the iPhone 8 is very high. He pointed out that a report provided by Fast Company last week showed that Apple is cooperating with 3D sensor technology company Lementum, which was split in 2014 by JDS Uniphase. The 3D sensor technology developed by Apple and the company can perform face recognition for users and activate AR applications in some form. In addition to the iPhone 8, there are rumors that Apple will release AR glasses.
At the same time, both Apple and Baidu have said that AR technology needs to be more mature. Cooke said a few days ago that there is still much work to be done before AR can perform better until it reaches the mainstream. Before Wu Enda also said that the current challenge is how to put the AR into the mobile phone chip. So from this point of view, whether or not the AR device will be available soon, there is also some degree of retention.
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