Google's Project Tango could turn out to be the biggest thing to happen to smartphone technology in years.
There's also potential for helping those whose eyesight may be fading.
In many ways, then, it's closer to Microsoft's HoloLens in its focus on enhancing reality rather than creating a whole new virtual one.
Aimed at helping you part with your cash more efficiently, they're still in their infancy but give a glimpse into the shop of the future.
Among them are Car Visualiser, which lets you take a virtual tour of a car by moving the device, MeasureIt which lets you measure objects just by pointing the phone at them, and 3D puzzle game WeR Cubed.
This included ultra-precise indoor navigation in use, complete with a waypoint overlay on the phone's display, which looks a bit like a modern first person shooter game, except those little digital breadcrumbs lead to a delicious meal or an important appointment rather than a virtual bloodbath.