- Cupertino strengthens its Apple Vision Pro glasses with the acquisition of Mira, a startup specialized in augmented reality.
- The purchase supports Apple’s marketing strategy and its presence in the emerging AR market.
- Mira will bring expertise and innovative technology to Apple in the development of AR headsets.
With the idea of continuing to strengthen the brand new Apple Vision Pro glasses, the company led by Tim Cook bought Mira, a startup company in the United States that specializes in augmented reality hardware.
Apple’s objective is part of the marketing strategy for launching the new glasses and sustaining the company’s presence in the new market segment.
While Mira’s purchase was not disclosed at Monday’s WWDC 2023 conference, The Verge warned him on the private Instagram account of the startup CEO.
After the information was leaked, Apple shared a “generic” statement about purchases. That is, he confirmed the acquisition, but without delving into details. “Eventually, Apple acquires smaller technology companies, and we generally don’t talk about our purposes or plans,” said the brand creator of the iPhone.
Because of this, it is not known how much Apple paid for Mira. The only reference is that in her short life, Mira grossed $17 million.
Why Apple Buys Mira
Mira, founded in 2016, has gained global recognition for its innovative AR solutions and expertise in creating immersive experiences.
Its flagship product, the Prism AR headset, It has drawn attention for its lightweight design and low price, making it accessible to a broad consumer base.
Apple’s decision to acquire Mira has fueled rumors and speculation about the company’s plans for the AR market.
While Apple has been investing in this technology for several years, this acquisition marks a significant step forward in its commitment to bring an innovative AR headset to the masses.
Industry experts believe that Apple’s move to acquire Mira aligns with its vision to create an AR ecosystem that integrates seamlessly with its product line (the iPhone and now its Vision Pro).
By leveraging Mira’s expertise, Apple aims to accelerate the development of its AR headsets and potentially bring a revolutionary product (yet another) to the market.
Speculation surrounding Apple’s acquisition of Mira revolves around improving its augmented reality capabilities for various apps. From gaming and entertainment to education and productivity, an Apple AR headset could revolutionize the way people interact with digital content, blurring the line between the virtual and physical worlds.
Another theory suggests that Apple’s acquisition of Mira is a strategic move to gain a competitive advantage in the AR headset market. With players like Microsoft’s HoloLens and Facebook’s Oculus, Apple’s entry into the space could disrupt the market and redefine consumer expectations.
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