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Market Reality: Magic Leap Seeks Series E Funding, Apple Delays AR Headset, & Snap Starts Selling Spectacles 3

The week in AR business news started out with a bang with two bombshell reports that cast a shadow on the AR industry as a whole.

Market Reality: North & Snapchat Use iPhone's TrueDepth Camera for Mobile AR & Magic Leap Adds Concepts as App Category

Apple might not be ready to unveil its rumored-yet-unconfirmed smartglasses. But the iPhone's current depth-sensing hardware is proving to be useful for both smartglasses makers and mobile AR apps.

Market Reality: Snapchat's World Lenses Are Just the Tip of the AR Advertising Iceberg

Snapchat is mostly credited as the first AR social network, and, like most social media companies, its revenue model is nested largely within advertising. As such, the company now has a new avenue for branded content.

News: Realfiction's New Mixed Reality Display Projects Large Scale Holograms Without a Headset

Mixed reality display manufacturer Realfiction has developed a 64-inch display capable of delivering 3D holograms without a headset.

Market Reality: Snap Spectacles Early Prototype, Volkswagen Drives into AR, Inside Lego Snapchat, & Instagram Updates AR

We're still basking in the afterglow of the HUGE Snap Partner Summit last week, where Snap made Snapchat a much stronger augmented reality platform while also unveiling the AR smartglasses version of Spectacles. This week, we got a peek at how Spectacles AR started and got our hands on Lenses from Lego and Disney featured during the keynote.

Market Reality: Snap Attracts AR Storytellers, Samsung AR Dreams Revealed & Qualcomm + Nreal Unveil New AR Hardware

The Lens Studio creators have published more than 1.5 million AR effects to Snapchat. One of them is Audrey Spencer, who shared her story with us and provided her insights into Lens Studio as a storytelling device. Meanwhile, Snap has added new capabilities to the platform to stoke more creativity from its creators.

News: Sea Shepherd's Web-Based Augmented Reality Experience Spotlights the Damage Done by the Fishing Industry

Augmented reality's status as a new storytelling medium has already led to the reinvention of filmmaking and journalism.

Market Reality: Google Updates ARCore & Cuts Glass, Star Wars AR in Japan, & Hands-On Magic Leap for Fashion & Voice

After facing reports of financial troubles over the past month, Magic Leap came out swinging this week with a big push for the enterprise segment of AR, including a repackaged Magic Leap 1, a suite of enterprise apps, and updates to Lumin OS and its supporting development ecosystem. Oh, and its AR headset managed to win a starring role in the marketing juggernaut for the forthcoming Star Wars movie.

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: Shazam Pours a Tall Glass of Augmented Reality Marketing for Shackleton Whisky

Apple's in-house music identification app Shazam has been quiet on the augmented reality front since officially joining Cupertino's finest last year, but a new promotion gives AR enthusiasts an occasion to raise a toast.

News: 7-Eleven Puts Augmented Reality in the Game to Attract Football Fans

Not content to let NFL's official pizza sponsor corner the market for feeding football fans, 7-Eleven has taken a page out of Pizza Hut's playbook with a promotional augmented reality game.

News: Holocaust Museum Preserves Memory of Victims & Survivors via Augmented Reality

They say a picture is worth a thousand words, but augmented reality is giving the United States Holocaust Memorial Museum the ability to add a few more poignant real words to its exhibits.

News: New York Times Delivers Augmented Reality Content to Magic Leap One Starting with Guatemala Volcano Feature

When Magic Leap One owners unbox their new devices over the next few months (or, if they are lucky, days), they will have some familiar augmented reality news content to consume.

News: First App for Meta 2 Headset Lets You View 3D CAD Models in Augmented Reality

Augmented reality headset maker Meta Company unveiled Meta Viewer, its first software application, during its keynote at the Augmented World Expo in Santa Clara on Wednesday.

News: U2 Takes Fans Behind the Scenes of Its New Augmented Reality Tour

Last month, we told you about U2's new augmented reality-powered music tour. But if you don't have the means to travel to the show, the group recently revealed an inside look at what it will be like and what inspired the band to dive into immersive technology.

News: Follow in the Footsteps of Forensic Detectives & Solve Crimes with Oxygen's Augmented Reality App

The crime procedural show is the perhaps the most direct path to the average TV viewer's heart. Could the same hold true for augmented reality games?

News: Bareburger's Recipe for Future Menus Includes a Heaping Portion of Augmented Reality via Snapchat

Fast-casual burger restaurant Bareburger expects to soon replace all of its paper menus with 3D models of its burgers and other items rendered in augmented reality, but for now, the company is preparing some rather interesting limited AR interactions.

News: Social VR Startup vTime Lands $7.6M to Launch Augmented Reality Version Later This Year

One of the earliest players in the social virtual reality space, vTime, has just landed $7.6 million in new funding, which the company says is partially earmarked for developing and releasing an augmented reality version of its platform later this year.

News: Niantic Acquires Escher Reality to Add Multiplayer Capabilities to Its Apps

Soon, Pokémon GO allies attacking a raid boss at a gym will be able to do so together in augmented reality.

News: Nissan Brings the Force of Star Wars to Its Dealerships with Augmented Reality

The Star Wars saga may have occurred a long time ago in a galaxy far, far away, but Nissan is using a futuristic technology to bring stormtroopers and droids into its dealerships.

News: This Theater Group Is Taking Entire Audiences into Mixed Reality with Networked HoloLens Headsets

Live theater doesn't typically benefit from the kind of computer-generated special effects that big-budget Hollywood blockbusters deploy, but that could change soon thanks to Microsoft's HoloLens.

How To: Set Up Windows Mixed Reality Motion Controllers

This is a very exciting time for mixed reality developers and fans alike. In 2017, we have seen a constant stream of new hardware and software releases hitting the virtual shelves. And while most of them have been in the form of developer kits, they bring with them hope and the potential promise of amazing things in the future.

News: Microsoft Sets Developers Up for Success with the Windows Mixed Reality Academy Deep Dive

At Build 2017, the annual developer's conference, Microsoft featured a Windows Mixed Reality Academy. This class was designed to get a developer started creating Mixed Reality experiences quickly. For those of us already developing for the Microsoft HoloLens, while the class — which is now available on the Microsoft website — did offer our first real chance to work with the new Acer HMD, there was not much depth.

News: Zillow Invests in Augmented Reality Interior Design App Hutch

Hutch Interiors, Inc., makers of an eponymous augmented reality home design app for iOS and Android, has closed a series A round of funding, led by online real estate company Zillow Group, totaling $10 million.

News: Epson Adds Two New Moverio Augmented Reality Headsets

At the 2017 Augmented World Expo (AWE) in Santa Clara today, smartglasses maker Epson introduced two new augmented reality headsets from its Moverio line of products.

Market Reality: Boeing HorizonX Takes Flight with AR Investment

Welcome to the maiden voyage of our new Market Reality column. Each Friday, NextReality will give you a roundup of news briefs from the financial end of the augmented and mixed reality industry. We'll cover funding news, market analysis, and more.

News: Microsoft's HoloLens Reaches the Classroom with Lifeliqe's Mixed Reality Apps for Kids

Microsoft's augmented reality headset, the HoloLens, is getting a taste of the classroom with Lifeliqe's new mixed reality apps for kids.

News: Apple Built Its Augmented Reality Group with Outsiders from Oculus & Microsoft

Apple is combining internal and external talent in an effort to give them in edge in the augmented reality market, though we still don't know what form their foray into alternative realities will actually take.

News: Microsoft Introduced Acer's New Windows Mixed Reality Development Edition Headset

This morning, in an early morning session at GDC 2017, Brandon Bray, a senior program manager lead at Microsoft, revealed a mixed reality headset made in collaboration with Acer—a different headset than the one we saw from Acer at CES 2017 earlier this year. Also at the event, the name for Microsoft's holographic system seems to have changed from Windows Holographic to Windows Mixed Reality.

News: Free & Open-Source JavaScript Solution for Augmented Reality Comes to Life on Mobile

AR.js is a new JavaScript solution that offers highly efficient augmented reality features to mobile developers. With HoloJS released back in December, there is a potential that the free AR.js, developed by Jerome Etienne, one of Next Reality's 50 people to watch in augmented and mixed reality, could work with the Microsoft HoloLens as well.

News: Samsung's 'Monitorless' Remote Desktop Smartglasses Blur the Line Between Virtual & Augmented Reality

There are already a few ways to use your home computer on the go, but none of them feel very natural when you're out and about, and are clunky options at best. Samsung wants to change that with Monitorless, their upcoming augmented reality smartglasses, which offer remote desktop viewing capabilities as well as the ability to switch between augmented and virtual reality modes using electrochromic glass.

Market Reality: Facebook AR & Space Jam, Virgin Galactic AR App, Asics NFTs, & Shark Week on Snapchat

A pair of properties from the soon-to-merge Warner Media and Discovery companies chose different platforms for their augmented reality marketing, with Warner film Space Jam: A New Legacy opting to go with Facebook and Discovery Channel publishing an AR experience through Snapchat.