Google and Apple's achievements in the AR field are even worse than Microsoft's. However, there are news reports that Microsoft will come up with a killer and want to win Google and Apple in the AR field.
Most analysts believe that the AR/VR market will reach $100 billion over the next five to ten years, and such a large market naturally attracts the giants. At present, Microsoft, which directly uses the MR concept for marketing and development, is the only manufacturer with optical hardware and software platforms. Can Microsoft beat Apple and Google in this field?
Mixed reality (MR) is an emerging computer platform that stands out from a single augmented reality (AR) and virtual reality (VR). MR's main push combines the physical and digital worlds into a single space, combined with cutting-edge optical hardware and AI artificial intelligence to deliver a new computer interaction experience.
HoloLens will be the key to MR consumerization
Apple's ARKit and Google ARCore rely on traditional mobile devices such as smartphones and tablets, which means consumers need to feel AR content through a screen. Microsoft has the HoloLens MR glasses, although it is very different from ordinary glasses, but the experience is not comparable to mobile phones.
HoloLens itself is a new type of computer that can run a complete Windows 10 system and render complete 3D objects and data into holographic images through complex optical design, multiple sensors, and understand the world around it, blending with the physical environment. As one.
Of course, the only obstacle to HoloLens is the price, and the price of around $3,000 cannot enter the consumer market. However, Microsoft is also actively developing the next generation of products, positioning will be more intimate, once the first to enter the market, with the experience of the first generation products and accumulated developer resources, may take the lead.
New challenger
In fact, in addition to giants such as Microsoft, Apple and Google, there are also many emerging startups who want to take a slice of the MR market. For example, Meta, the company's AR head is also the first to enter the market, but more exaggerated and more difficult to wear in daily life than HoloLens; and Google's investment in Magic Leap, although still has not come up with hardware products, but experience Aspects and Microsoft are actually a way.
Apple can't be ignored. Although ARKit is currently only available on iOS devices, related patents show that Apple's AR head is also under development, or will be used in conjunction with the iPhone to achieve a more realistic AR experience, this product form can be said to be very "apple".
In addition, Google Glass is actually the first AR glasses to enter the market. Google has rich experience in hardware development and does not rule out the development of new and better products in the future.
This year, Disney and Lenovo teamed up to create the Star Wars theme AR head display. Although the use is relatively simple, if this entertainment product approach is recognized by the market, it may also be a breakthrough for AR/MR to enter the consumer market.
summary
In summary, although Microsoft has the most advanced MR equipment, there are still some market blind spots. Microsoft Windows Phone completely failed, losing the experience of mobile phones, although the primary, but the popular smart devices. To put it simply, Microsoft's way of getting users is not as easy as Apple and Google.
Microsoft's solution is: Joint PC OEMs have released a series of MR heads of around $200, but in reality, these products are more like VR devices. They are widely equipped with a somatosensory camera that senses the surrounding environment, but does not have a transparent lens but a screen, so it does not really observe the real world. However, these headsets can also run Windows 10 systems, and cooperate with game and software vendors. A 3A masterpiece like "Halo" will also be on the scene. Perhaps this is an effective means for Microsoft to attract consumers.
The lack of mobile terminals is Microsoft's biggest disadvantage in competing with Apple and Google in the AR/MR field; but on the other hand, Microsoft is a vendor that can provide a true AR/MR experience. Can you seize this opportunity? Take the lead in the next-generation computer market, but also look at future products and development strategies.
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