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on June 5, according to three insiders, Apple has hired Hollywood directors such as Jon Favreau to develop video content for its augmented reality (AR) or hybrid reality (MR) helmet. However, due to battery life and performance problems, the device is not expected to be released until 2023

fafro is the executive producer of prehistoric planet on apple tv+, the apple streaming service. He is trying to introduce dinosaur themed natural documentaries into the AR helmet. This device looks like ski goggles and is designed to provide AR and virtual reality (VR) experiences

in addition, this ar device may not appear at Apple's WWDC this year, because Apple may shift its focus to software. According to two people familiar with the matter, Apple plans to focus on promoting software tools this year, so that the application can add new camera and voice functions, and prepare for the hands-free interface that customers can finally navigate on the AR helmet

Apple spokesman Trudy Muller declined to comment on the progress of future projects. A spokesman for fafro also did not comment

nearly 15 years after the iPhone triggered the smart phone revolution, apple is trying to launch the next new hardware that may subvert the entire industry, so as to integrate the real world and the digital world. This new hardware will introduce apple into an emerging competition that will determine the future of hybrid reality (MR). Meta, the parent company of Microsoft, Google and Facebook, is at different stages of developing such software and hardware to create an environment where 3D digital images and the real world can coexist

in 2021, Mark Zuckerberg, CEO of meta, announced that the company changed its name to focus on building a concept called "metaverse". According to him, the online world, virtual world and real world will merge in the new universe

Zuckerberg and many people believe that metauniverse may become the next wave of computing, replacing the era of smart phones dominated by Apple IOS and Google Android Software, just as these platforms have gradually replaced windows and Macintosh in the past few decades

Carolina milanesi, an analyst at creative strategy, a technology research company, said: "this is the next frontier. For apple, this is a new computing experience and a major opportunity to attract consumers through a device and the new experience around the content it builds."

however, at Apple's developer conference this year, this hybrid reality effort is expected to overshadow the spotlight. The main thrust of the apple conference will mainly focus on the company's existing software system. Analysts believe that Apple may also release a redesigned MacBook Air, which has a narrower display frame than existing models, and the processor will also be upgraded

Apple's development of VR content and software tools is crucial to creating a future hardware experience. The company's last important new product, the apple watch, was launched with about 3000 applications, but it was always difficult to succeed because technology reviewers said that few of these applications were practical. Similar defects also plague meta's VR device quest, because many people only regard it as a game device

from the original Macintosh to iPad, Apple has always been pursuing products that can attract a wide range of potential customers and have more uses. It is estimated that Apple sold 240million iPhones last year, accounting for about half of its total sales of $366billion. Analysts said that to succeed, apple helmet needs more practical tools than video games

for many years, Apple CEO Tim Cook has been talking about the potential of AR technology. In 2016, he told investors that Apple was making a large investment in VR and considered it a "huge business opportunity". At that time, many employees in the apple campus were reading the futuristic novel "ready player one" about VR and exploring the possibility of creating a hybrid real world by Apple itself

Apple hired Mike Rockwell, an engineer from Dolby technologies, to lead the work. Two people familiar with the project said that Rockwell's early efforts to develop ar products were hampered by weak computing power. In addition, the continuous challenges in battery life also forced apple to postpone the release of AR devices until next year

ar project caused divergence within apple. At least two members of the company's industrial design team said that they left the company partly because they were worried about developing a product that might change the way people interact. With the public's growing concern about children's screen time, this concern within apple is becoming more and more obvious

under the leadership of Rockwell, this product will be one of the first products launched by Apple's engineering team. It will no longer be a product led by co-founder Steve Jobs who died in 2011 and former chief design officer jonyive who left office in 2019. The apple watch project is in the charge of Ivey and its designers, who set standards for the appearance, operation and marketing of smart watches

Favro's program shows how Apple tries to distinguish its products from those of meta. This also shows that since the launch of apple tv+ in 2019, apple is making full use of the partnership it has fostered in Hollywood

livingcities Matt miesnieks, chief executive of XYZ, said: "an amazing helmet can give you a better experience than an 80 inch TV."

these software tools of Apple continue the tradition of many years, that is, encouraging developers to develop AR applications. The company launched arkit in 2017, allowing developers to use the iPhone's camera and motion sensor to place digital objects in the real world and let people interact with them. However, according to a survey of more than 500 developers conducted by creative strategy, about 70% said they did not use the tool

a person familiar with the matter said that apple is expected to launch a new toolkit at this year's developer conference to provide software developers with the new ability to use Siri and QR code to trigger shortcuts in their applications. These interactions will be used in future helmets. (small)