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Apple’s ARKit launches a new channel: The hidden layers of reality

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An ARKit-generated, moving car on a real driveway

Say goodbye to living in just one plane of reality.

That’s because Apple announced yesterday the release of its ARKit, a set of software tools that makes possible high-quality augmented reality (AR) seen through Apple iPhones and iPads.

It overlays 3D graphics, animation and photo-realistic objects on what we used to call the real world, in ways that take the next step beyond the Pokémon Go phenomenon last year.

With this wide availability of AR, marketing platform Wyng co-founder Wendell Lansford told me via email, AR will change “from a novelty to a viable marketing vehicle, and create new paid and owned marketing opportunities for brands and agencies.”

Its broad availability on Apple devices with iOS 11, plus comparable technology that Google is releasing for Androids, means that AR — after years of teasing — is now a full channel for entertainment, advertising, education, games and whatever else multi-plane imaginations can create.

[Read the full article on MarTech Today.]

About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.


 

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