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Apple Plans Augmented Reality Content to Boost TV+ Video Service

  • Company plans to add AR-based bonus content to original video
  • Apple seeks to make AR more mainstream ahead of headset launch
relates to Apple Plans Augmented Reality Content to Boost TV+ Video Service

Source: Apple Inc.

Apple Inc. is planning to add augmented reality content to its Apple TV+ streaming video service, seeking new ways to attract and retain subscribers and drive interest in AR technology.

In the new feature, elements of a TV show, like characters or objects, would be displayed on a viewer’s phone or tablet and integrated into the surrounding environment, according to people familiar with the project. For example, 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. The option would serve as bonus content akin to the director commentary or trailer that accompany a movie download and would be accessed from Apple’s TV app on the iPhone or iPad.