pple has announced that they are planning to add augmented reality content as a companion to their TV streaming service in 2021. The AR feature was initially intended to be launched this year, however, the Covid-19 pandemic delayed Apple’s plans. The AR content that Apple is introducing could be characters or objects from the shows itself, which would then be overlaid onto the real world environment to see through an iPhone or iPad app.
It is reported that Apple have created the AR experiences to draw in new subscribers and retain existing ones, as well as using the experiences to promote Apple’s AR technology and could be compared to as bonus content, such as a director’s commentary for a TV show or movie:
Someone watching a moon-walking scene in the Apple show “For All Mankind” might be able to see a virtual lunar rover on their device’s display, seemingly perched atop their living room coffee table.
It has been rumoured for some time now that Apple have been developing head mounted AR capable devices and one report predicts Apple will launch an AR capable headset, followed by AR glasses as early as 2023.
Apple is already setting the stage for these developments as earlier this year, Apple added a LIDAR sensor to the iPad Pro, explicitly to improve the AR capabilities of Apple tablets and according to one report, LIDAR sensors will also be added to Apple’s upcoming iPhones to optimise any AR improvements already seen in beta builds of iOS 14.
Apple TV+ launched in 2019, but many of its subscribers are currently on free subscriptions which came with the purchase of new Apple devices. As the first of these free trials due to expire soon, Apple seems to be exploring other avenues to keep viewers subscribing, one of which, announced in May was that Apple also plans to introduce companion podcasts for some TV Plus shows.
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