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Apple’s foray into the world of mixed reality is becoming increasingly evident, with the tech giant recently acquiring Mira, an augmented reality (AR) headset startup based in Los Angeles. The news broke through a post on the CEO’s private Instagram account, which was later confirmed by Apple. This unexpected development caught many off guard, but it seems Apple is ready to make its mark in the burgeoning field of mixed reality.
Apple’s acquisition of Mira may have raised eyebrows, but it appears there was a connection between the two companies prior to the purchase. Reports from The Verge indicate that none other than Jony Ive, the renowned designer responsible for many iconic Apple products, had served as an advisor to Mira at some point. This connection suggests that Apple had been keeping a close eye on the startup’s progress and saw great potential in its offerings.
Mira’s flagship product, the Prism Pro, is a hardware device that delivers information and instructions through a headset display, allowing for hands-free access. The technology has been utilized by various companies and even had contracts with the US Air Force and Navy. While Apple declined to comment on its plans for these military contracts, industry experts speculate that the company may not continue with them, given its focus on consumer-facing products.
Interestingly, Mira also had a notable collaboration with Nintendo World. The headset startup provided its technology for the Mario Kart ride at Nintendo’s theme parks in Japan and Universal Studios in Los Angeles. By integrating virtual characters and game elements into the real-world experience, Mira’s headsets enhanced the ride and made it an even more immersive adventure.
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Mira’s vision, as stated on their website, revolved around creating scalable augmented reality hardware and software solutions for frontline workforces. This aligns with Apple’s ambitions to revolutionize various industries with its forthcoming product, Vision Pro. Priced at $3,499, the Vision Pro is set to be released in 2024 and promises to offer groundbreaking AR experiences.
As Apple continues to make strategic moves in the mixed reality space, it becomes increasingly evident that the company is positioning itself as a major player in the industry. The acquisition of Mira, along with Jony Ive’s involvement, signifies Apple’s determination to shape the future of AR and mixed reality. With the Vision Pro on the horizon, consumers and professionals alike eagerly anticipate what Apple has in store for the world of immersive technology.