Blog & News

22.02.2022Apple buys start-up AI Music
Apple buys start-up AI Music

Apple has bought startup AI Music, which developed a system for creating music using artificial intelligence.

According to Bloomberg, the new system is capable of creating royalty-free music tracks. Moreover, these tracks are dynamic and can change in real time depending on the user's actions. For example, music can change the tone and mood while the user goes for a run. The startup website even states that AI Music can create a track that matches your heartbeat.

With the help of music generated by artificial intelligence and adjusting to the mood and actions of users, you can create your own audio and video ads, voice over videos, mobile and computer games, and much more. And thanks to the universal license, music generated with AI Music can be used for both personal and commercial purposes.

Apple does not comment on its acquisition, so the cost of the purchase is unknown, as well as the future use of the startup product in the company.

22.02.2022Microsoft exits the AR race
Microsoft exits the AR race

While Google and Apple are rapidly developing their AR and VR products, Microsoft plans to cancel the launch of the new HoloLens 3 headset. According to the Business Insider report and internal sources of the company, this could be the end of the Hololens journey.

We already wrote that Microsoft has signed a major contract with the military to develop an internal Integrated Visual Augmented System based on HoloLens technology. But the project did not live up to expectations and the opinions of the employees were divided. Some feel the need to bring the new HoloLens to consumers, while others lean towards developing devices for internal use only and shifting the focus to developing software for other VR and AR headsets and the metaverse. The CEO of the company is leaning towards the second option.

Plans for a new HoloLens 3 headset were canceled back in the summer, according to a Business Insider report, but the company continued to work with Qualcomm to develop a chip it won't use.

When it comes to software, you can really see that Microsoft is interested in creating a metaverse. Back in 2021, at the Build 2021 conference, the company announced the development of its own Mesh platform, with which people can interact in virtual reality.

Microsoft was one of the first companies to create an augmented reality headset. The first version of HoloLens appeared back in 2015. But now the company has begun to fall far behind its rivals, especially when it comes time to release products to the consumer market.

07.02.2022AR furniture on Pinterest
AR furniture on Pinterest

Now on Pinterest, you can not only draw inspiration and save pictures, but also try on furniture using augmented reality technology. The new update of the application has the function of viewing decor elements and home furniture right in your interior.

Pinterest already has an AR makeup try-on. Moreover, all cosmetics available for trying on can be bought directly in the application. Now this also works with furniture. The company has reached out to Wayfair, Crate & Barrel, Macy's and Target to lend their merchandise to the new AR feature. To date, more than 20 thousand products are available for purchase.

Of course, Pinterest is not the first to introduce such an application. Back in 2017, Ikea released an app that uses augmented reality technology to view items in a user's interior and then buy them.

Pinterest has been using AR technology to sell cosmetics for a long time, the furniture niche will greatly expand the range of products and Pins tagged “trying on”.

Also, the leaders of the application are positive about the creation of the metaverse. And AR-browsable products will open up opportunities for the app to participate in the functioning of this metaverse, if it one day becomes a reality.

07.02.2022A strong competitor in the release of AR headsets
A strong competitor in the release of AR headsets

The AR and VR market is rapidly growing and developing. New devices supporting this technology are released every year, hundreds of games and applications for virtual reality are being developed. We recently told you that Apple will release an innovative augmented and virtual reality headset, and now the huge corporation that has given us almost limitless possibilities for searching information on the Internet, Google, is entering the game. Active work has begun on the project of an AR device with the working title Project Iris, which, according to preliminary data, will go on sale in 2024.

The device is based on an algorithm already familiar to us: the external cameras of the headset will read information from the environment, and the built-in displays will show the user a picture supplemented with digital graphics. One of the first prototypes of the device looks like ski goggles. The AR headset will work autonomously, without connecting any other gadgets.

Since the project is at the initial stage of development, there is no exact data on the release plan for the device yet. So, for example, it is known that the first prototypes of the headset work on the Android operating system, however, there is also information that Google will develop its own OS specifically for virtual and augmented reality devices. At the moment, the Pixel team is developing the headset, but it is not known for sure whether the new device will be released under this name. The headset operates on the proprietary Tensor chipset, which runs one of Google's devices - Pixel 6 smartphones.

Previously, the company has already been engaged in the creation of such devices, but the Google Glass device, released in 2012, was ahead of its time and did not gain recognition from the audience. Therefore, Google developers have become actively involved in the development of Lens and AR elements in Google Maps.

The development of the new device is strictly classified. Project Iris is created by a team of about 300 people in a separate building.

The company's management emphasizes that the field of augmented and virtual reality will be the main category of Google's investments. It is not known whether the company will invest as much in this area as Meta, which currently spends about $10 billion annually on the development of AR and VR products, but it is certain that Google has all the resources to achieve leadership in this area.

24.01.2022Microsoft buys Activision Blizzard
Microsoft buys Activision Blizzard

The sensational news of the last week: Microsoft buys Activision Blizzard for 68.7 billion dollars.

At the very beginning of 2022, there were massive changes: first, Take-Two bought out Zynga, and now Microsoft plans to take over Activision Blizzard.

According to company executives, the purpose of the purchase is to expand the audience along with the release of Microsoft products in new geographic markets.

“We are investing in building a thriving gaming ecosystem where world-class content can be easily accessed by every player on any platform. Through the cloud, we are expanding the Xbox ecosystem and community to millions of new people, including in global markets where traditional PC and console gaming has long been a problem,” said Microsoft CEO Satya Nadella.

The recent talks of Microsoft with Apple to move games from Game Pass to the App Store have been unsuccessful, and the acquisition of a major gaming company will provide an opportunity to build on Activision Blizzard's years of experience and be active in the gaming industry markets.

In addition, the company plans to strengthen its position in the metaverses. In the words of the executive chairman and CEO, "Combining fantastic entertainment with new technologies, communities and business models is exactly what this deal is about."

24.01.2022Mixed Reality Headset by Apple
Mixed Reality Headset by Apple

There is information that Apple will develop a mixed reality headset. Initially, there were rumors on the network that Apple would make an announcement in the upcoming 2022, and the headset itself would not be released until 2023. However, the authoritative analyst Ming-Chi Kuo says that the production of the mixed reality headset will begin in the second quarter of 2022, and the presentation of the new product will take place in end of the same year.

The main purpose of the Apple headset is games, communication and multimedia. Ming-Chi Kuo also announced that the device will be released in such a version that it will soon replace all iPhone devices with it. However, Apple's first generation mixed reality headsets will not replace the company's existing devices.

One Bloomberg analyst says that Apple presented the headset concept as a game developer's dream. The device will be equipped with a powerful processor, high-quality displays with high resolution, and its own app store. The creators of the headset say that it will be quite light, but it will have two processors, two Mini-LED screens with 4K resolution, eye tracking sensors, optical sensors, and a Wi-Fi module.

The company will work with its partners to create content for the headset. The headset will also be able to use built-in services: Animoji and FaceTime. According to the developers, the use of these services in virtual reality will take digital communication to a new level.