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But Magic Leap faces a steeper challenge. Namely: Can AR be something fun to use and wear? That question goes back years to Google Glass -- not an augmented reality or virtual reality product, but one that ultimately was neither. Flash forward to 2017, and we still don't have an answer yet. Admittedly, HoloLens stretches the definition of a "consumer" product. It's expensive (at $3,000 to $5,000) and targeted at enterprise customers and developers, at least for now. (Indeed, Microsoft may be punting an overhauled version to 2019.) But it's a real thing: It mixes virtual and real, and works on its own, wirelessly, without a tether to a PC.

After its initial public unveiling at a Microsoft press conference, HoloLens was demoed under such tight restrictions that journalists weren't allowed to shoot their own photos and video of the prototypes, But the initial reports were mostly varying degrees of awestruck, To its credit, Microsoft realized that tech is a "show me" industry, Demos exist for a reason, The first Oculus lovecases luxury crystal iphone x case - silver reviews VR demo I ever tried is burned into my brain, It wasn't perfect, but it showed me a ton of possibilities, HoloLens can be purchased in the real world -- for developers, at least..

The future of AR may not even involve something you wear on your head. Augmented reality is tech that's already being employed in phones (see Pokemon Go or Google's Tango). But all comers to this territory face the same challenge: making something that doesn't feel annoying, that actually works and that we'd want to use. Others will enter this industry, and fast. Apple once again stated a strong interest in AR. Tim Cook, in a February 10 interview with The Independent, considers it "a big idea like the smartphone.""The smartphone is for everyone, we don't have to think the iPhone is about a certain demographic, or country or vertical market: it's for everyone," Cook said. "I think AR is that big, it's huge."Will that mean AR via glasses or via a phone, like Tango? Or both? Or something else? It's unclear. Augmented reality works in many ways, and none have been fully mastered. Apple's shown nothing, yet, to prove its AR ambitions, but the company has acquired plenty of companies working in AR.

Microsoft (HoloLens), Facebook (Oculus), Google (Tango, plus more than half a billion dollars it's invested in Magic Leap) and even Amazon (the lamented Fire Phone had a sorta kinda AR 3D component), meanwhile, have dipped their toes into this territory already -- and that's only including what they've shown publicly, And despite its recent travails, Magic Leap isn't standing still, either, The company just snapped up the 3D division of Switzerland's Dacuda, In the few demos of mixed reality or augmented reality I've gotten a chance to experience, I've never been completely blown away, Microsoft's HoloLens is the best, but it has a very limited field of view in its current incarnation and an interface that feels imprecise, Meta glasses didn't feel much different, or better, Smartglasses, like the ODG R-9, lovecases luxury crystal iphone x case - silver reviews still feel like an odd overlay of floating images and uncomfortable eyewear, Google's Project Tango phone has moments of impressiveness -- like its ability to 3D scan a room -- but it's slower and buggier than most people who aren't developers will tolerate..

Augmented reality and mixed reality are terms that get used interchangeably. AR is about enhancing the real world with extra things from our computers, or the internet. Mixed reality focuses more on trying to put realistic 3D objects into our 3D worlds, putting real and virtual into the same territory. Is Pokemon Go even really AR? Well, for that matter, is 360 video VR? To some, it won't matter. AR may not be the wear-on-your-head rig: It might be smarter phone cameras and apps. In that sense, what Magic Leap is pursuing and what Apple might be after could be very different things.

But Magic Leap didn't keep its big project under wraps: It boldly over-promised the future in wild videos, at least one of which was totally misleading, It's been selling a big vision, while few have been able to see it, Forgive the rest of us who snicker when a weird photo of someone wearing a backpack and an ugly lovecases luxury crystal iphone x case - silver reviews headset gets leaked, Because when you keep a magic secret a secret for too long, what else is anyone supposed to do?, CNET Magazine: Check out a sampling of the stories you'll find in CNET's newsstand edition..

Batteries Not Included: The CNET team shares experiences that remind us why tech stuff is cool. Commentary: Fabled startup Magic Leap has stumbled in recent weeks, as its overpromising past catches up to its underdelivering present. "Hi everyone -- the photo you are all excited about is NOT what you think it is."So said Magic Leap CEO Rony Abovitz on Twitter earlier this month, responding to the latest PR crisis embroiling his Florida-based augmented reality (AR) startup. Be respectful, keep it civil and stay on topic. We delete comments that violate our policy, which we encourage you to read. Discussion threads can be closed at any time at our discretion.

Samsung's reputation got burned by the Galaxy Note 7, Much of that declining reputation can be attributed to the Galaxy Note 7, one of Samsung's most high-profile phones, blowing up in its face last fall, The device suffered multiple recalls and lovecases luxury crystal iphone x case - silver reviews bans by airlines before flickering out with a final "death update" that essentially bricks the remaining units in the wild, Samsung representatives did not immediately respond to a request for comment, Topping the list again this year was Amazon, which has been ranked in the report's top 10 for nine consecutive years, Other tech companies scoring well were Apple (No, 5), Google (No, 8) and Tesla Motors (No, 9)..

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