Apple has officially published a patent under the US Patent & Trademark Office in late May for an AR display that works in bright and low light.
Specifically, this allows a display that can track real-world lighting, creating more accurate computer-generated reality (CGR) objects with contrast and lighting matching the user’s real-world environment.
Big moves are being made to expand the immersive experience on AR devices, and much of this is being resolved with 5G used to eliminate buffering as WebAR experiences increased in scale.
Apple’s new patent looks to increase the immersive experience by analysing the environment around the user in real-time and recording data to more accurately display CGR objects.
Patents in Practise
As AR becomes increasingly used in everyday life, audience expectations will rise.
Marketing groups are using AR advertising spaces on Snapchat, and audiences now interact with AR environments almost every day with enhancements such as Snapchat filters.
According to a Deloitte report on Snap, 73 percent of people could successfully identify AR and 76 percent said they desired to use AR as a “tool”, suggesting AR audiences could identify flaws in immersive experiences.
A 2016 study on the impact of augmented reality in retail found 72 percent of shoppers said they had purchased items they had not planned to buy due to interactions with augmented reality.
Such high figures could potentially see an increase with Apple’s newest AR technology as CGR objects are displayed with greater accuracy.
Advancements in the AR Market
The news comes amid advances in the AR market, namely after Snap announced in May it had released a new pair of AR spectacles for developers. US tech giant Apple Inc also said recently it was looking to create fully immersive experiences for users, potentially boosting AR’s use among advertisers.
Another great feature of AR is how it can bring objects to life in the user’s home environment. German automaker BMW released its WebAR showroom application, allowing users to preview a BMW Plug-in Hybrid in their driveway.
Apple’s latest patent could allow eCommerce and showroom applications like BMW’s to display AR objects more accurately to match real-world products audiences wish to buy.
