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Market Reality: Magic Leap App Makes Waves, Norm Glasses Push Smartglass Future, & Facebook's Mind-Powered Controllers

When it comes to the business of augmented reality, companies that aren't already introducing new products or apps are focused on producing the AR technology of the future. But in the realm of real products and apps, Magic Leap continues to show off what its headset can do, this time via a new app that transports users to the ocean's depths.

Market Reality: Snapchat Does E-Commerce, Renault Drives into Star Wars AR & Christie's Taps Wealthy Art Buyers via AR

It doesn't matter how cool or groundbreaking a particular technology is, if it doesn't offer the promise of big returns on investments, you'll have trouble drawing interest from both Silicon Valley and Wall Street. That's why we're increasingly seeing existing augmented reality players doing everything they can to focus in on revenue generation, which was the message coming from Snap Inc. this week.