2.3 The rise of consumer AR/VR devices
4 min read•august 7, 2024
The rise of consumer AR/VR devices marked a turning point in immersive tech. From to , these gadgets brought virtual and augmented realities into our homes and pockets, sparking excitement and new possibilities.
High-end systems like and advanced AR headsets pushed boundaries further. Meanwhile, Pokémon GO's massive success showed how AR could captivate millions, paving the way for mainstream adoption across gaming, social media, and education.
Early Consumer AR/VR Devices
Oculus Rift and Samsung Gear VR: Pioneering VR Headsets
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- Oculus Rift was one of the first consumer-oriented VR headsets released in 2016
- Developed by Oculus VR, a company founded by Palmer Luckey and later acquired by Facebook (now )
- Uses a head-mounted display with two high-resolution screens to provide an immersive VR experience
- Utilizes and motion controllers for interactive gameplay and experiences
- Samsung Gear VR, released in 2015, was a mobile VR headset developed in partnership with Oculus
- Designed to work with compatible Samsung Galaxy smartphones, which served as the display and processing unit
- Offered a more accessible and affordable entry point into VR compared to high-end PC-based systems
- Provided a wide range of VR content through the Oculus app store, including games, videos, and educational experiences
Google Glass: Early Attempt at Consumer AR Glasses
- Google Glass, introduced in 2013, was one of the first attempts at creating consumer-focused AR glasses
- Featured a small display above the right eye that projected information and graphics into the user's field of view
- Included a camera, microphone, and touchpad for interaction and control
- Aimed to provide hands-free access to information, navigation, and communication
- Despite its innovative concept, Google Glass faced challenges in terms of privacy concerns, limited functionality, and social acceptance
- Raised concerns about the potential for invasive recording and the impact on social interactions
- Limited battery life and high price point ($1,500) hindered widespread adoption
- Google discontinued the consumer version of Glass in 2015 but continued to develop the technology for enterprise and industrial applications (Glass Enterprise Edition)
High-End VR Systems
HTC Vive and PlayStation VR: Advanced VR Platforms
- HTC Vive, released in 2016, was developed in collaboration with Valve Corporation
- Utilizes room-scale tracking technology, allowing users to move freely within a designated play area
- Includes two wireless motion controllers for intuitive interaction with virtual objects and environments
- Offers a high-resolution display and a wide field of view for an immersive VR experience
- Supports a wide range of VR applications and games through the Steam VR platform
- (PSVR), released in 2016, is a VR headset designed specifically for the PlayStation 4 gaming console
- Utilizes the PlayStation Camera for positional tracking and the PlayStation Move controllers for motion input
- Provides a more accessible and affordable VR gaming experience for PlayStation users
- Offers exclusive VR titles developed by and third-party developers
- Integrates with the existing PlayStation ecosystem, allowing users to play VR games alongside traditional console games
Advanced AR Headsets
Microsoft HoloLens and Magic Leap: Pushing the Boundaries of AR
- , first released in 2016, is a self-contained AR headset that runs on the Windows Mixed Reality platform
- Uses advanced sensors, cameras, and spatial mapping technology to create holographic projections in the user's environment
- Allows users to interact with virtual objects using hand gestures, voice commands, and gaze tracking
- Targets enterprise, education, and industrial applications, such as training, design, and remote collaboration
- Provides a platform for developers to create AR applications using the Unity game engine and Microsoft's Mixed Reality Toolkit
- , founded in 2010, is a company focused on developing advanced AR technology
- Released the Magic Leap One Creator Edition in 2018, an AR headset that uses proprietary light field technology to create realistic holographic projections
- Utilizes spatial computing and machine learning to understand and interact with the user's environment
- Offers a development platform for creating AR applications across various domains, including gaming, entertainment, and productivity
- Collaborates with content creators, studios, and enterprises to explore the potential of AR storytelling and experiences
Mainstream AR Applications
Pokémon GO: Bringing AR Gaming to the Masses
- Pokémon GO, released in 2016 by Niantic Labs, became a global phenomenon that popularized AR gaming on smartphones
- Uses the device's camera and GPS to overlay virtual Pokémon characters in the real world, creating an immersive AR experience
- Encourages players to explore their surroundings, visit real-world locations (PokéStops and Gyms), and engage in virtual battles with other players
- Demonstrates the potential of AR to enhance location-based gaming and social interaction
- Became one of the most successful mobile games of all time, with over 1 billion downloads and $6 billion in revenue as of 2020
- The success of Pokémon GO paved the way for other mainstream AR applications and games
- Snapchat and Instagram introduced AR filters and lenses that allow users to enhance their photos and videos with virtual effects and animations
- Retailers and brands adopted AR technology to create interactive product visualizations and virtual try-on experiences (IKEA Place, Sephora Virtual Artist)
- Educational institutions and museums began using AR to create engaging and informative content, such as interactive exhibits and guided tours (Smithsonian Institution, American Museum of Natural History)
Key Terms to Review (22)
3D modeling: 3D modeling is the process of creating a three-dimensional representation of a physical object or scene using specialized software. This technique is foundational in various fields, allowing designers to visualize and manipulate objects in a virtual space, which is crucial for applications like augmented and virtual reality, gaming, and product design.
App stores: App stores are digital platforms that allow users to browse, download, and install applications on their devices. These stores serve as the primary distribution channels for software developers, offering a centralized location for users to access a wide variety of apps, including those designed for augmented and virtual reality devices. The rise of consumer AR/VR devices has significantly influenced the development and popularity of app stores, making them essential for both developers and users looking to enhance their experiences.
AR in Retail: Augmented Reality (AR) in retail refers to the use of AR technology to enhance the shopping experience by blending digital content with the physical environment. This technology allows customers to visualize products in their own space, try on virtual items, and access additional information in real-time, creating a more interactive and personalized shopping journey.
Content creation: Content creation refers to the process of generating digital material, such as videos, images, audio, and written text, that can be used in various platforms and applications. This term is crucial as it underpins the development of engaging experiences in augmented and virtual reality by providing the necessary assets that enhance user interaction and immersion.
Digital marketplaces: Digital marketplaces are online platforms that facilitate the buying and selling of goods and services between consumers, businesses, and sometimes even other marketplaces. They have transformed how products are marketed and sold, providing a centralized space where various sellers can offer their items to a broader audience. In the context of consumer AR/VR devices, digital marketplaces play a crucial role in distributing software, applications, and experiences tailored to these technologies.
Educational vr: Educational VR refers to the use of virtual reality technology to create immersive learning experiences that enhance understanding and retention of information. By allowing learners to engage with content in a simulated environment, educational VR transforms traditional learning methods, making complex subjects more accessible and engaging. It also promotes experiential learning, where students can practice skills in a safe space and receive immediate feedback.
Google Glass: Google Glass is a wearable technology that resembles eyeglasses and features an optical head-mounted display (OHMD). It allows users to access information, take photos, record videos, and navigate using voice commands, blending digital content with the physical world, marking an important step in the rise of consumer AR/VR devices.
Htc vive: The HTC Vive is a virtual reality headset developed by HTC and Valve Corporation, first released in 2016. It features advanced motion tracking and a high-quality display, allowing users to immerse themselves in virtual environments, making it a significant player in the evolution of virtual reality technology.
Immersive experience: An immersive experience is an interactive environment that fully engages users, often through sensory stimulation, making them feel as if they are part of a virtual or augmented reality. This kind of experience can enhance learning, entertainment, and user engagement by blurring the line between the physical and digital worlds, allowing for greater emotional and cognitive involvement.
Magic Leap: Magic Leap is an augmented reality (AR) technology company known for developing innovative devices that blend digital content with the physical world. The company's flagship product, the Magic Leap One, utilizes spatial computing to create immersive experiences that have potential applications across various sectors, including entertainment, healthcare, and industrial design.
Market penetration: Market penetration refers to the strategy of increasing the sales of a product or service within an existing market. This involves attracting customers from competitors, increasing the frequency of purchases from current customers, or finding new customers in the same demographic, all while focusing on lowering prices or enhancing marketing efforts to encourage greater adoption. In the context of augmented and virtual reality, market penetration highlights how these technologies can be integrated into consumer lifestyles and habits, ultimately driving widespread adoption.
Meta: In the context of augmented and virtual reality, 'meta' refers to a higher-level understanding or abstraction that encapsulates how these technologies integrate with user experiences and social interactions. It emphasizes the relationship between virtual environments and the real world, illustrating how digital content can overlay physical spaces and enhance users' perceptions, experiences, and engagement with their surroundings.
Microsoft HoloLens: Microsoft HoloLens is a mixed reality headset that blends augmented reality (AR) with elements of virtual reality (VR), allowing users to interact with holograms in their real environment. This device showcases the differences and similarities between AR and VR by enhancing the real world with digital content, while also providing immersive experiences typical of virtual environments. HoloLens incorporates advanced components essential for AR/VR systems, making it an important device in the rise of consumer AR/VR technology.
Motion tracking: Motion tracking is a technology that captures the movement of objects or users in real-time, translating those movements into data that can be used in virtual and augmented environments. This capability is essential for creating immersive experiences, as it allows the digital content to respond accurately to the user's actions and surroundings.
Oculus Rift: Oculus Rift is a virtual reality headset developed by Oculus VR, allowing users to immerse themselves in a computer-generated environment. This device represents a significant leap in the evolution of head-mounted displays, showcasing the differences between augmented reality and virtual reality while also contributing to the rise of consumer-friendly AR/VR devices.
OpenXR: OpenXR is an open, royalty-free standard created by the Khronos Group that provides a unified interface for developing applications across various augmented and virtual reality devices. It aims to enable developers to write their applications once and run them on multiple platforms, enhancing compatibility and reducing fragmentation within the AR/VR ecosystem.
PlayStation VR: PlayStation VR is a virtual reality headset developed by Sony Interactive Entertainment, designed to be used with the PlayStation 4 and PlayStation 5 gaming consoles. It allows players to immerse themselves in a wide range of virtual environments and experiences, enhancing the gaming experience with interactive elements and realistic visuals. This device represents a significant step in the rise of consumer virtual reality devices, making immersive technology more accessible to mainstream gamers.
Positional Tracking: Positional tracking is a technology that enables the accurate detection of an object's position in three-dimensional space, allowing users to interact naturally with augmented and virtual environments. This capability is essential for creating immersive experiences, as it helps translate the user's movements into the digital realm, enhancing realism and interaction. By maintaining awareness of both the user's location and orientation, positional tracking contributes significantly to the overall effectiveness of AR and VR systems as well as the accessibility of consumer devices.
Sony Interactive Entertainment: Sony Interactive Entertainment (SIE) is a subsidiary of Sony Corporation that focuses on the development, publishing, and distribution of video games and gaming consoles. SIE has played a pivotal role in the rise of consumer AR/VR devices by innovating immersive gaming experiences, particularly through products like the PlayStation VR, which blends augmented and virtual reality into mainstream gaming culture.
User Engagement: User engagement refers to the interaction and involvement of users with a system or application, indicating how effectively a platform captures and retains user attention. High user engagement is critical in determining the success of augmented and virtual reality experiences, as it influences user satisfaction, retention, and overall enjoyment. It encompasses various elements such as usability, interactivity, and emotional connection, all of which can enhance the effectiveness of AR and VR technologies.
User interface design: User interface design is the process of creating interfaces in software or computerized devices focusing on looks and style, aiming to enhance user experience by making interactions intuitive and efficient. It involves designing all the points of interaction between the user and the system, ensuring that these interactions are seamless, accessible, and enjoyable. Good user interface design takes into account the needs of users, ensuring that information is presented clearly and that controls are easy to navigate.
WebXR: WebXR is a web-based API that enables the development of augmented reality (AR) and virtual reality (VR) experiences directly within web browsers. This technology allows users to access immersive content without the need for additional installations, making it more accessible and versatile for both developers and consumers in the AR/VR space.