Another company is giving up on AR

guest · Jun 17, 2020

Another company is giving up on AR. This time, it’s Bose.
The audio company says its ambitious AR initiative "didn't become what we envisioned."
June 16, 2020
https://www.protocol.com/bose-gives-up-on-augmented-reality

Bose has become the latest company to throw in the towel on immersive computing, shutting down its ambitious Bose AR program. Key Bose AR employees have left the company, and partners have been informed that their apps will stop working in the coming weeks.

"Bose AR didn't become what we envisioned," a Bose spokesperson told Protocol. "It's not the first time our technology couldn't be commercialized the way we planned, but components of it will be used to help Bose owners in a different way. We're good with that. Because our research is for them, not us."
Bose's change of heart comes as augmented reality startups have struggled across the board. Augmented reality startup Meta AR gave up on plans to replace desktop computing with dedicated AR headsets in late 2018. Last year, both ODG and Daqri shut down. And in April, Magic Leap [...]
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Bose had been pursuing a unique approach to augmented reality: Instead of superimposing images over a view of the real world, Bose AR was based on audio alone and provided walking directions, audio-based fitness instructions and games via compatible headphones.
Bose AR apps will stop working within 30 days
Bose's retreat from AR has been unfolding quietly over several months.

"We learned a lot — mostly, that our work in AR delivered compelling customer experiences based on specific interests and specific use cases, not for broad, daily use," Bose's spokesperson said.
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TheVerge: Bose’s augmented reality glasses use sound instead of sight (March 12, 2018)

Augmented reality is almost exclusively associated with vision, but it doesn’t have to be. Audio company Bose announced a project it’s calling “Bose AR” at this year’s SXSW festival, and it showed off a pair of prototype glasses that demonstrate what sound-based AR might look and feel like. The company plans to ship 10,000 of these glasses to developers and manufacturers this summer, with the intent of partnering with other eyewear companies.
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Another company is giving up on AR

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