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News: Apple iPhone Owners Can Now Try Out Gucci's Ace Sneakers via Augmented Reality

While Gucci is among the most recognizable brands in fashion, you would be excused for not realizing that the company makes sneakers as well.

News: Live Nation & Hyundai Roll Out Augmented Reality Experiences for Concert Goers at Music Midtown Festival

For those about to rock, Live Nation salutes you, now with augmented reality. This week, at the Cannes Lions Advertising Festival of Creativity in France, the live entertainment giant unveiled a suite of AR experiences that music festivals and their sponsors will be able to deploy in their mobile apps to engage attendees.

News: Blippar Bounces Back with Web-Based AR Platform

After one of Britain's "Brothers Bling" bought Blippar out of bankruptcy, the mobile augmented reality company is getting back to business with the addition of web-based AR capabilities to its platform.

News: Amazon Adding Virtual Try-On from L'Oréal's ModiFace to Its Beauty Products

Cosmetics augmented reality specialist ModiFace appears to be really benefiting from the brand power of L'Oréal, which acquired the company last year.

News: Here's What You Need to Run ARKit 3 on Your iPhone or iPad

If you've been putting off upgrading your iPhone or iPad, you might want to start shopping for a current-generation device to take advantage of the latest capabilities in ARKit 3.

News: Meet & Compete Against Team USA via USA Today's Augmented Reality Experience for FIFA Women's World Cup

After winning the 2015 FIFA Women's World Cup, the USA Women's National Soccer Team is ready to defend its title in the 2019 tournament.

News: Augmented Reality Startup AstroReality Expands Its Product Universe with NASA AR Series

After getting its start with models of augmented reality planets that serve as targets for augmented reality experiences, AstroReality is diversifying its portfolio by paying tribute to one of the space agencies that made its products possible.

News: UK-Based Ultrahaptics Acquires Leap Motion for $30 Million

The long and somewhat tumultuous journey of Leap Motion has come to an end, thanks to another startup.

Hands-On: Here's How Augmented Reality in Google Search Works

Lions and tigers and bears are just a few of the animals that Google users can now bring into their physical environments.

News: Pepsi Celebrates Summer with Hundreds of Instagram Camera Effects for Soda Drinkers

With the upcoming Memorial Day weekend serving as the unofficial start of summer, Pepsi is turning to Instagram to help sell its soft drinks to quench the thirst of beachgoers and BBQers.

News: McGraw-Hill Jumps into Educational Augmented Reality via Partnership with Startup Alchemie

In the wake of Apple and Google pitching augmented reality to schools, McGraw-Hill is stepping up its own augmented reality efforts for education.

News: Google Expands Preview of Maps AR Navigation to Pixel Phones

Alongside its official unveiling of the lower-cost Pixel 3a smartphone at Google I/O, Google took the opportunity to extend its early preview of AR walking navigation in Google Maps to all Pixel devices.

News: Pikachu Celebrates New Movie by Photobombing the AR Camera in Pokémon GO

The perfect promotion for Pokémon: Detective Pikachu has finally come to fruition as Niantic has added some movie-related perks to Pokémon GO.

News: Microsoft Teases Minecraft Augmented Reality Game for Mobile at Build 2019

It looks like Microsoft will finally make good on its promise to bring Minecraft to augmented reality, as foreshadowed via a HoloLens demo in 2015.

News: Snapchat Gives John Wick Fans the Tools to Build Their Own AR Effects via Lens Studio

For the release of John Wick: Chapter 3 - Parabellum, Snapchat and Lionsgate aren't just creating AR experiences to promote the movie, they are giving fans the opportunity to create and share their own AR experiences.

News: 'Detective Pikachu' Pokémon Pop Up in Augmented Reality via Google's Playground App for Pixel Devices

The Avengers aren't the only shiny new toys available to Pixel handset owners, as the animated stars of the upcoming Pokémon Detective Pikachu movie have arrived in the Google Playground app.

News: Medivis App for Magic Leap One & HoloLens Lets You Study the Human Anatomy in Augmented Reality

Not content to merely assist surgeons via the HoloLens, Medivis has expanded its augmented reality suite to Magic Leap One with an app for medical students.

News: Magic Leap Lumin OS Beta Update Delivers Map Merge Feature for Multi-User Experiences

The last few months have delivered some great new Magic Leap releases, but that doesn't mean the development team is resting on its laurels when it comes to the platform itself.

News: Latest Version of Unity Lays Foundation for Project MARS Augmented Reality Development Tool in 2019

While Unity is already the leading 3D engine for augmented reality content in terms of volume, the announcement of Project MARS, a new augmented reality authoring tool, at Unite Berlin in June promised to expand AR development to a whole new audience of designers and other non-coders this fall.

News: WayRay Gives Developers the Wheel in Effort to Create AR Apps of the Future with True AR SDK

Automotive augmented reality display maker WayRay is making a move to help developers get all those slick, futuristic AR functions we see in concept videos into the real cars of today.

News: Snapchat Lens Studio Adds New Segmentation Templates to Its Bag of Augmented Reality Tricks

On Thursday, Snap released three new templates for its Lens Studio that will give creators access to augmented reality capabilities previously only available to Snap's own design team.

News: The Sims Freeplay Adds Multiplayer Augmented Reality Mode via ARKit 2.0

Electronic Arts is inviting players of The Sims Freeplay and their friends to visit the homes of their Sims in augmented reality with a new AR mode that supports multiplayer and persistent content using ARKit 2.0.

News: Upskill Releases HoloLens Version of Skylight AR Productivity Platform

Augmented reality productivity software maker Upskill has expanded the reach of its Skylight platform with support for Microsoft HoloLens.

News: Meta Company's Funding Fallout Followed by Furloughs, Report Says

After a $20 million funding round fell through, augmented reality headset maker Meta Company has been forced to furlough (or place on temporary leave of absence) approximately 65% of its workforce for 30 days.

News: Google-Backed Ubiquity6 Raises $27 Million for AR Cloud Platform & Spatial Browser

Less than a week after debuting its AR Cloud platform in public with a multi-user installation of more than 100 participants, Ubiquity6 announced on Tuesday that it has closed a Series B round of funding totaling $27 million.

News: Google Expands ARCore to More Android Devices, Adds iOS Support

The roster of handsets supporting Google's augmented reality toolkit now includes 46 Android models as well as support for ARKit-compatible iPhones and iPads.

News: Google Makes Case for ARCore Apps to Educators & Marketers

When it comes to mass adoption, augmented reality is still primarily a mobile world, so Google is pitching its own ARCore flavor of mobile AR to the education and marketing segments.

News: Zappar's ZapWorks Promises to Give Anyone the Power to Create Complex AR Experiences Without Coding Experience

Another entrant into the do-it-yourself AR content creation market has emerged, as Zappar has updated its ZapWorks Studio software to include features for development newbies.

News: Build Your Own AR Headset Using Leap Motion's Open Source Project North Star Design

Less than two months since unveiling Project North Star, Leap Motion has released the reference design that will allow developers, makers, and even manufacturers to build their own augmented reality headsets based on Leap Motion's work.

News: Magic Leap Reveals Partnership with Oscar-Winning Effects Studio Behind Marvel's Biggest Hits

For years, Magic Leap has promised to deliver stunning augmented reality experiences that will outperform any other competitor, and a newly revealed partnership hints that the company may be able to deliver on those promises.

News: Vuzix Smart Glasses Getting a Major Upgrade in 2019 with Light Engine from Plessey

While Vuzix is beefing up the processing power of its next-generation smartglasses with the Qualcomm Snapdragon XR1, the company will also give its devices an upgraded display engine.

News: New York Times Hitchhikes on NASA's Mission to Mars via Augmented Reality

In the latest installment in its burgeoning augmented reality journalism practice, The New York Times is bringing its readers closer to Mars and NASA's latest spacecraft set to travel to the red planet.

News: Microsoft Video Shows Off BAE Systems' HoloLens-Powered Manufacturing Training Solution

While some in the augmented reality space are tweeting about future amazing immersive experiences and others are showing off cool experiments, Microsoft continues to move forward with tangible business solutions right now that show how the HoloLens can improve business.

News: Snapchat Bulks Up Lens Studio with Face Templates, Giphy Integration & More

Snapchat is making it easier for developers and creators to build augmented reality effects in Lens Studio with a slew of new features, including seven face templates.

News: Verizon's Envrmnt Team Opens Early Access to AR Design Easy App Creation Tool

The augmented reality and VR arm of Verizon, Envrmnt, wants to make it really easy for anyone to create AR apps.

News: Google Debuts an ARCore Exclusive with Curate App from Sotheby's International Realty

Just weeks after officially launching its mobile augmented reality toolkit, Google can now claim one of its first Android and ARCore app exclusives with the Curate app from Sotheby's International Realty.

News: Cisco & Accenture Lead $17.2 Million Investment Round in Upskill's Enterprise AR Suite

Enterprise augmented reality software provider Upskill has raised $17.2 million in its latest round of funding, led by new investors Cisco and Accenture.

News: Leap Motion Exec Posts Early Peek at Hand Interaction Project via Meta 2

It's been months since Leap Motion, the hand-tracking interface startup, announced the hiring of Keiichi Matsuda as the VP of design and global creative director based in London. Since then, Matsuda's normally active social media stream has been fairly quiet — until now.

News: Snapchat Makes Its World Lens More Social with 3D Friendmojis

Because it takes two to tango, your dancing Bitmoji World Lens on Snapchat is getting a dance partner.

News: Investors Bet $8M on Former Google & Facebook Engineers' Platform-Bridging AR Development Tool

Augmented reality software maker 8th Wall has closed a Series A funding round of $8 million in capital to feed the growth of its development platform.