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Wait! There's Hope for Apple AR Afterall

Like just about every AR enthusiast on Earth, I have delivered ample criticism of this week's Apple news conference that dedicated more time to animated emoticons than to AR, making no mention at all to the ARKit developer's software that has ignited worldwide excitement since June, only to see the fire doused out by the company who lit it up in the first place.

Amid the many comments I have seen in my posts, posts to Robert Scoble and to others in the Apple AR community, there was one--just one--who seemed to be painting a more hopeful picture of AR to come from Apple and not too far into the future: and I consider him a credible source.

Tim.jpeg

Tim Bajarin, is founder and president of Creative Strategies, a research and analysis firm that started in 1981 when I first arrived in Silicon Valley to work at the fabled Regis McKenna, Inc., Apple's PR firm.

Back then, Tim was very kind to me. He was well-connected and well-informed, particularly on Apple, the most promising start-up of the Regis client stable.

Tim is still closer to Apple than I am. He has been following them closely since that time until now. Information he gave me off-the-record back then, turned ot to be usually true.

Earlier this week, when there was shouting from the rest of us, Tim painted a more promising scenario and one that on reflection seems quite plausible, and it gives me hope that Apple will still rise to serve as the knight in virtual armor for AR's mass adoption.

It's an explanation, I had to give many times back in the day when I was a PR guy promoting promising Silicon Valley startups.

The technology that Apple had intended to show was not ready to show, when the deadline for the news conference came.

But it will come soon, according to Tim, and they will come when a new generation of Macs will be launched in October--just a few weeks away.

Tim was guarded in telling me details that I pressed for, because he is under NDA. When you break an NDA with companies like Apple it results in the professional equivalent of asking for a blindfold and cigarette at dawn.

But he did say: "I can tell you that Apple has been working with many ARKit developers and they continue to amazed by what they are being shown that will hit the market early next year."

"As Jobs once told me many years ago, he 'never underestimated the creativity of the software developers if you gave them powerful tools to paint their next masterpieces.' ”

Well, ARKit is certainly that sort of powerful tool. What we have been seeing on this page and on Twitter exemplifies the promise of those powerful tools, which are in the promising hand of a global community of passionate and talented developers.

Bajarin told me that he has seen both consumer and enterprise apps: "Some of the most interesting and groundbreaking will be for vertical markets," which is how I have been seeing it for several months.

Bajarin predicted that those products will start coming out in early 2018. This is a shame for those of us who will be downloading the new iOS system next week.

I am also unsure how Apple AR will be coupled to the new Macs, since everything that I have seen only matters as a mobile app: but we shall see.

Is Tim right?

I sure hope so.

Amid the many comments I have seen, there was one--just one--that seemed to be painting a more hopeful picture of AR to come from Apple and not too far into the future: and I consider him a credible source.

Tim Bajarin, is founder and president of Creative Strategies, a research and analysis firm that started in 1981 when I first arrived in Silicon Valley to work at the fabled Regis McKenna, Inc., Apple's PR firm.

Back then, Tim was very kind to me. He was well-connected and well-informed, particularly on Apple, the most promising start-up of the Regis client stable.

Tim is still closer to Apple than I am. He has been following them closely since that time until now. Information he gave me off-the-record back then, turned ot to be usually true.

Earlier this week, when there was shouting from the rest of us, Tim painted a more promising scenario and one that on reflection seems quite plausible, and it gives me hope that Apple will still rise to serve as the knight in virtual armor for AR's mass adoption.

It's an explanation, I had to give many times back in the day when I was a PR guy promoting promising Silicon Valley startups.

The technology that Apple had intended to show was not ready to show, when the deadline for the news conference came.

But it will come soon, according to Tim, and they will come when a new generation of Macs will be launched in October--just a few weeks away.

Tim was guarded in telling me details that I pressed for, because he is under NDA. When you break an NDA with companies like Apple it results in the professional equivalent of asking for a blindfold and cigarette at dawn.

But he did say: "I can tell you that Apple has been working with many ARKit developers and they continue to amazed by what they are being shown that will hit the market early next year."

"As Jobs once told me many years ago, he 'never underestimated the creativity of the software developers if you gave them powerful tools to paint their next masterpieces.' ”

Well, ARKit is certainly that sort of powerful tool. What we have been seeing on this page and on Twitter exemplifies the promise of those powerful tools, which are in the promising hand of a global community of passionate and talented developers.

Bajarin told me that he has seen both consumer and enterprise apps: "Some of the most interesting and groundbreaking will be for vertical markets," which is how I have been seeing it for several months.

Bajarin predicted that those products will start coming out in early 2018. This is a shame for those of us who will be downloading the new iOS system next week.

I am also unsure how Apple AR will be coupled to the new Macs, since everything that I have seen only matters as a mobile app: but we shall see.

Is Tim right?

I sure hope so.

Shel IsraelComment