Tech giant Apple has successfully procured an eye-tracking company, SensoMotoric Instruments – a firm which is beneficial for both virtual reality (VR) and augmented reality (AR) applications.
In a statement given to Fortune, one of the Apple representatives confirmed the acquisition by stating:
“Apple buys smaller technology companies from time to time; and we generally do not discuss our purpose or plans”
The news first came into the limelight when Apple blog MacRumors learnt about the signature of Apple’s VP of corporate law, Gene Levoff on a legal document pertaining to SensoMotoric’s acquisition. However, the first essential confirmation about the acquisition was received by a media startup, Axios.
The potential of AR was compared to that of the smartphone by Apple’s CEO Tim Cook whose commendation is significant keeping in mind the importance of iPhone to Apple’s business. It can be fairly stated that in terms of market capitalization, iPhone has helped Apple in securing world’s most valuable firm title.
During June last month, Apple launched ARKit – a software kit which enables developers to overlap AR holograms on the real world through their phones. Apple released this very new feature at worldwide developer’s conference (WWDC).
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Founded in 1991 in Germany, SensoMotoric Company assists power devices like headsets and glasses which can follow people’s observation. The eye-tracking firm has also worked with Facebook’s Oculus Rift VR kit and RedBull’s e-sports lab in the past few years.
The technology of eye-tracking is destined to be a pivotal ingredient for companies to master their race to make AR consumer-friendly.
In the meanwhile, SensoMotoric Instruments has developed a wide range of hardware and software for use in research, training, linguistics, neuroscience, biomechanics, psychology and vision science, besides virtual and augmented reality.