Will 2021 be the year when AR glasses take off?
Augmented reality (AR) glasses are probably as big a part of our cultural understanding of an imagined future as jetpacks and murderous androids. From Iron Man to Minority Report, the idea of viewing the world through a helpful heads up display (HUD) has firmly taken root in our collective psyche as a milestone on the road to “the future”.
Google Glass, Snap, and a fraught beginning
However, while AR technology has begun to bleed into our daily lives through our smartphones - with everything from to Pokemon Go capturing our collective imaginations - the marriage between an AR HUD and a pair of glasses can best be described (if you’re feeling charitable) as rocky.
After terminating its project after three years of development and a shaky launch plagued by accusations of “creepiness”, Alphabet rehomed its pioneering smart lenses in the commercial sector, where they’ve become an increasingly popular solution in warehousing and manufacturing environments. However, despite from being a total wash, Google has yet to show signs of trying to find a home for its AR goggles outside of the enterprise.
Google isn’t the only company to attempt to market its AR wearables to consumers, only to pivot towards enterprise applications when the reception proved less than warm. AR goggle company Magic Leap raised $2bn in 2016 and, after a that saw it hire science fiction luminaries and bring a ground-up product to market well ahead of the competition, the company has been in a tailspin all summer. Its Magic Leap One headset failed to impress following its 2018 launch and now the company has .
Whether or not the move works for Magic Leap, the enterprise market for AR lenses is booming, with estimates putting global shipments at around 3,000 units this year - a figure that is expected to rise 7. The signs point to us being on the cusp of a massive adoption spike of AR glasses, but consumer interest still seems thoroughly lacklustre on the issue,
There have been a few other spirited attempts to find commercial success with mainstream consumers outside the enterprise over the past few years. Snapchat - as one of the leading drivers of AR applications in social media - to a fairly lukewarm reception. The issue - which seems to have repeated with other launches of AR eyewear since - seems to be high price points and such limited functionality that it’s hard to see the point in paying so much for technology that wasn’t ready yet. As wrote at the time, “They’re merely a stepping stone toward true augmented reality eyewear — a public hardware beta for the Snap Lab R&D team that Apple and Facebook aren’t getting as they tinker in their bunkers.”
Apple and Facebook - Here comes the future?
Which brings us to the AR glasses industry’s big hopes for commercial adoption: Apple and Facebook. If any companies are going to be able to deliver a successful coup for AR glasses, it’s these two Californian tech behemoths.
Facebook has been playing with AR and VR for years, since its in 2014, and is expected to launch a pair of AR frames . Apple’s own AR glasses - while to be launching later this year - look like they’re also going to be dropping in 2021 (or ) and will feature eye gesture controls that will allow wearers to do things like take photos by winking.
According to , “Apple and Foxconn are developing semi-transparent lenses for an AR headset, and the lenses have moved from the prototyping stage , the final step before mass production. At the trial production stage, the design is typically locked down, which suggests the product is in the final stages of development.”
If these AR frames can deliver enough functionality at an acceptable price point, 2021 and 2022 could well be a huge inflection point for AR glasses outside of enterprise and niche markets.
What’s next for a post-smartphone LG?
South Korean mega-conglomerate LG made its dramatic exit from the smartphone business at the beginning of April 2021. While the company’s weird, wacky, and kind of wonderful smartphone designs never managed to create the kind of commercial success the company was clearly after, LG’s exit from the business raises one important question: What’s next?
As a brand, LG is thoroughly baked into the fabric of Korean life. The company’s home electronics and white goods are popular overseas, but its presence in Korea is on a whole other level of ubiquitous. Every air conditioner in my 20 storey apartment building is made by LG. The corporation owns one South Korea’s three major telecom carriers, and a subsidiary of LG’s Chem division, LG Energy, is having enough success making car batteries for everyone from Tesla and General Motors to Renault that it filed for what promises to be one of the year’s biggest IPOs this week. My toothpaste is made by LG.
People who worry about LG’s exit from the smartphone business clearly don’t understand just how big this company is. All the closure of its mobile device business means is that this titanic organisation is funneling wasted resources into something more profitable.
When it announced the closure of its smartphone business in April, despite ongoing concerns about what to do with its overseas factory assets, LG said that the staff working in its mobile business would be rotated away to other areas. So, where have they gone, and what are they doing now?
Is LG’s Smartphone Division Getting Reimagined as a Software Company?
There’s a good chance that a number of LG’s smartphone division’s employees have wound up in the company’s software development arm. On Thursday, LG unveiled a new mobile app designed to improve pedestrian safety (if you had to dodge delivery drivers watching netflix on their phones while driving at 30 miles per hour down the pavement on your way to shops everyday, you’d agree with me that this is a welcome piece of news in its own right) which is just the latest development in a flurry of app-based activity at the firm.
Last week, LG also announced that FOSSLight (Free and Open Source Software Light) system, its open source software management tool, will be made available free of charge to third party developers. TechRadar also reported that, according to several LG analysts, the company is looking to “bolster its presence in the software community.”
The new pedestrian safety app, called Soft V2X, is deployed in vehicles, and can warn drivers of potential collision risks between them and nearby pedestrians by relying on ultra-fast data exchange between the app, the vehicle, and surrounding devices. Basically, if the app detects it’s getting really close to a pedestrian’s smartphone really, really fast, then it will intervene with an alert. Presumably it can pause Season One of Bridgerton to offer a polite warning to look at the road.