AR Steals the Show at WWDC

Virtual tape measures, Memoji’s, Tongue Detection, and more were all part of Apple’s AR updates announced at this years WWDC (Worldwide Developer Conference). As part of ARKit 2, developers will be able to upgrade their experiences to include improved face tracking, realistic rendering, 3D object detection, persistent experiences and shared experiences.

The first few of those updates allow for greater looking experiences, whereas the latter completely shift the paradigm of what is possible in an AR environment. Multiplayer experiences will be big for gaming, allowing multiple users to interact with each other in their own synthetic layer of reality. Apple will surely aim to bring this functionality to other aspects of their software – one can only imagine shared data visualization, product demonstrations, educational experiences, and much more.

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Persistent experiences will turn AR applications into something that was once a one off use case, into an environment that offers an incentive to return. An easy way to visualize this is that if you were to hang up a virtual painting one day, you can return the next and that painting will still be there. Unless of course, your son or daughter went into that same virtual environment and decided to draw all over it.

Memojis are Apple’s way of personalizing yourself, just as Samsung, and many multiplayer games have done before them. However, in this case, Apple is allowing you to bring your Memoji into the camera – overlaying your virtual avatar onto your physical body. It’s somewhat of a snapchat like effect, which should lead to more native sharing within the messages app.

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With all these AR updates, Apple needed to make it easier for creatives to develop content for them. They did this through a new file format for AR entitled USDZ. In partnership with Pixar, this new file format will make it easier to create and share AR concepts. What’s better, Adobe will be integrating USDZ support into its suite of creative cloud applications. Developers will be able to natively edit AR designs and objects within software that they already know and love.

To cap it off, Apple made a few nods to web based AR integrations, which will entirely change the landscape of the consumption of AR content. Within Safari, virtual products will soon be instantly viewable in a users physical environment, and will eventually evolve into full on AR experiences, completely negating the need for one off apps and reducing the friction involved in accessing them. AR has long been hyped as the next great computing platform, and while we’re still not there yet, Apple has certainly provided us with some exciting updates as we work towards that day.

Implications

For brands and marketers, AR can seem like a shiny object that may look cool, but not necessarily bring value. As more and more users are given native ability to access an augmented world, and developers are given more tools to create objects that inhabit that world, that will no longer be the case.

It will soon be table stakes for ecommerce sites to offer AR viewability of their products and experiences will be inherently personalized as live data is brought into the experience. AR is an extremely exciting category, and will soon be an integral part of digital experiences, as computing moves from the mobile phone into spatial existence.

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