Apple quietly builds the business case for AR

Apple has quietly introduced new AR features that should help the company push adoption of the technologies more into the mainstream, particularly for retailers, animation houses and educators – and you can access these using QuickLook.

What Apple is doing

Apple’s QuickLook supports 3D models which use the USDZ file format the company built in collaboration with Pixar.

This works in the apps you use every day, including Safari, Messages, Mail, the Finder and more – so you don’t need an additional app to run AR experiences.

When you tap one of these 3D models Apple’s ARKit renders it in as realistic way as possible, with lighting and shadows. You can move the object around, examine it from different angles and more.

What’s new is that Apple is now adding Apple Pay support to this feature, which means you can explore an item in virtual space and then, if you wish, pay for it.

The growing business case for AR

This isn’t confined to Apple Pay as the support comes in the form of a button developers can customize for different uses. So, for example, an educator may use that button to direct you to additional related multimedia content, while  a components supplier may want to initiate a customer support chat, for example.

Copyright © 2020 IDG Communications, Inc.

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