While Snap may eventually compete with Apple and Samsung in selling smartglasses to consumers, today it is helping them achieve their business objectives via augmented reality.
The makers of arguably the two most important mobile AR apps, Niantic and Snap, both had good news this week, with the former preparing to replicate its success with Pokémon GO for another franchise and the latter notching another popular augmented reality Lens for Snapchat.
Sure, Microsoft has mostly marketed its HoloLens headsets towards enterprises and developers, but we learned this week that, like every other tech giant, the company is working on a consumer-grade AR wearable. Speaking of consumer smartglasses, Apple made another strategic investment this week that has implications for Apple's AR future.
Snapchat and its augmented reality capabilities have become a haven for music artists seeking to promote their new albums or simply amplify their art with immersive experiences.
Alternate US history is the go-to move for hot new cable and streaming shows, from HBO's Watchmen to Hulu's The Handmaid's Tale, reimagining how things might have turned out is an endless well of narrative inspiration.
Some of the oldest art on Earth was created 36,000 years ago on the walls of the Chauvet Cave in France. However, these days, physical access to the cave is restricted in order to preserve the site.
Augmented reality's status as a new storytelling medium has already led to the reinvention of filmmaking and journalism.
There might not be a better brand partnership for the speedy Sonic the Hedgehog character than a fast-food restaurant. For that matter, augmented reality is also the ideal technology for promoting a movie that features an animated talking rodent living life in the real world.
In recent years, Google's Arts & Culture project has been leading the way in terms of innovating the practice of using technology to preserve landmarks and great works of art via digital 3D copies. Increasingly, these efforts are also giving history buffs the chance to experience classic works and spaces with unparalleled intimacy through the wonders of augmented reality.
Whenever a new Apple event invite arrives, the entire tech industry begins tearing the invite's graphics apart in a bid to decipher what the company may be planning on releasing in the coming weeks.
While Apple and Google have paved the way for developers to create web-based AR experiences through their respective mobile toolkits, an open source option has entered the space.
Sure, it's the giving season, but sometimes you've just got to treat yourself to some cosmetics. If you're shopping at Walmart, L'Oreal just made that a shade easier when shopping for Garnier hair color products with an assist from Google Lens and the Modiface AR platform.
Augmented reality already seemed like the ideal technology to advertise for a movie based on the premise of being sucked into a video game world the first time around. For the sequel, how about two times the immersion?
While Elon Musk is in Los Angeles showing off the future of personal transport via the Cybertruck, another, unaffiliated group is taking one of his most popular ideas to market, with augmented reality as a key part of the plan.
Usually, flying into unknown territory would mean riding into the "danger zone", but Paramount and Snapchat are taking the trip anyway with one of Summer 2020's most anticipated movie sequels.
While "Baby Yoda" from The Mandalorian threatens to overshadow it, Star Wars: The Rise of Skywalker arrives in theaters next week, which means it's time for Disney and Lucasfilm to ramp up its promotional strategy.
There may be questions from some about the future of Magic Leap, but in Japan, The Force is with the augmented reality startup.
As a frequent collaborator with Qualcomm, it would be kind of weird if Nreal didn't have something new to unveil at this week's Snapdragon Summit.
The HoloLens 2 hasn't even reached most of the market, but it's already a big-time TV star. Microsoft's augmented reality device made its primetime debut on FOX TV last night on an episode of the hospital drama The Resident.
Unless you've been totally off the grid, there's a good chance you're aware that the Disney Plus streaming video service launched this week. And, if you're on this site, you're likely salivating over the new Star Wars series, The Mandalorian.
Following up on the initial tease over three months ago, Snap Inc. is finally letting the public get its hands on its new Spectacles 3 wearable device.
The longest-running children's television show in the United States, Sesame Street, hasn't survived 50 years without leveraging new technology along the way.
As one of the household brands in creative software, Adobe is now ready to lay its claim to the artistic side of augmented reality.
Musical theater enthusiasts are about to enter a whole new world of melodic storytelling via augmented reality.
Samsung launched One UI in 2018 to replace the now infamous TouchWiz. Since then, things have been looking pretty bright for Galaxy users. Now, the much-anticipated arrival of Android 10 is ushering in the One UI 2.0 era, including a new set of gesture-based controls.
We've got almost a full year until the next installment of Ghostbusters arrives, but in the meantime, it turns out that Sony is about to launch an augmented reality experience that will let fans use immersive computing to combat the franchise's whimsical apparitions.
The growing stock of augmented reality apps filling up the Magic Leap store seems to be picking up pace in recent months.
Augmented reality as a storytelling medium can do some extraordinary things words and images alone can't convey -- such as transporting readers 400 years into the past.
After teasing what smartglasses powered by Snapchat might look like with two product cycles of camera glasses, Snap has now added augmented reality capabilities to its third take on Spectacles.
Ever since Facebook announced Spark AR at the 2017 F8 Developer's Conference, the social media giant has been looking for ways to implement its mobile augmented reality camera platform in the lives of everyday users.
With HoloLens 2 (hopefully) just around the corner, Microsoft has announced that it will no longer be providing any major operating system updates to the original HoloLens.
Already among the first game makers to add augmented reality content to an existing game upon the launch of ARKit, Zynga is breaking new ground with mobile AR once again.
For Snapchat users wondering if that selfie is ready to send to their crush, independent Lens Studio creator Andrew Mendez created a handy tool called the Smile Rater.
Fans of the friendly neighborhood Spider-Man have yet another way to experience the web-slinger in augmented reality.
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.
After improving hand-tracking and adding multi-user sharing features in the last Lumin OS update, Magic Leap has upped the ante yet again.
In the wake of Apple and Google pitching augmented reality to schools, McGraw-Hill is stepping up its own augmented reality efforts for education.
Many native New Yorkers, like myself, get a chance to visit the famed Statue of Liberty during school trips when they're a child in grade school. And if you're not lucky enough to be born in the city, you have to make a special trip to the monument as a tourist.
On Monday, the world watched in horror as the historic Notre Dame Cathedral went up in flames in Paris.
While The New York Times' augmented reality section has largely been dormant in 2019 (so far), USA Today has continued to crank out AR news stories.
