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Apple’s in Top 3 in smartglasses … with no product

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Alex Blair
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Despite having no smartglasses product, Apple ranked as the third most important smartglasses platform after Microsoft HoloLens and Magic Leap in a recent survey of AR/VR industry insiders by Digi-Capital and AWE.

While this highlights Apple’s natural advantages and industry support, how does a company which hasn’t even hinted at a product rank higher than industry veterans like Google?

(Sources: Digi-Capital/AWE AR/VR Global Industry Survey May 2019.

Survey by AR/VR adviser Digi-Capital and Augmented World Expo (“AWE”) of AR/VR CEOs, C-Suite execs, corporate VPs and AWE community members, not consumers.

Until a major breakthrough in battery technology, a lightweight pair of standalone AR smartglasses doing heavy duty AR is hard to power all day without a battery pack or hot swappable batteries (fine for enterprise, a harder sell for consumers).

And as history has shown, it’s a major risk for developers to invest in building apps for new platforms until installed base reaches scale.

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Alex Blair
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