Apple is currently getting all the tech world's attention after its WWDC 2023 event, especially after the company unveiled its first AR/VR headset, Vision Pro. Although Apple is not stopping with the headset in the augmented reality scene as it acquires an AR startup.
Apple Acquires Mira
The AR startup that the tech giant purchased was a Los Angeles-based company. Mira creates light hardware for augmented reality. Although they're a small company in an even smaller market, Mira has actually developed features that other giants haven't.
The headset is able to augment characters and game items in real space. In fact, the company is behind the headsets that are used for Nintendo World's Mario Kart Ride in Japan, as well as Universal Studios theme parks in Los Angeles, as mentioned in Interesting Engineering.
Even though the company is relatively small, it has managed to raise around $17 million in funding until the acquisition. Mira's CEO even happily posted on Instagram with the caption "7-year journey from dorm room to acquisition."
Since Apple already has AR tech of its own, it is hard to see why it would acquire a company that does the same. When asked, Apple stated that it buys smaller tech companies from time to time and that it does not need to discuss its purpose or plans.
The iPhone manufacturers did not disclose the amount for the acquisition, although Mira's CEO and founder Ben Taft revealed it in a private post on Instagram. The real question is, what does Apple need the company for?
As reports show, the demonstration of the Apple Vision Pro does not really show a specific function for gaming. You can use it to view the screen in AR space and even play games on Apple Arcade, but it's mainly for Apple apps that people usually use.
The AR/VR gaming devices that are already in the market are created for games specifically, which means that they will run games better and has unique features that are meant to make gameplay more immersive for their users.
Acquiring Mira could put Apple in the AR/VR gaming market since the startup already has a foundation that makes it easier to enter the field. We may see Apple compete with Meta Quest and PS VR headsets soon.
What About Mira's Military Contracts?
The AR startup has military partnerships, with the US Navy awarding it a $700,000 contract and another from the US Air Force on the way. But, Apple hasn't really worked on anything military-related, and no signs that they plan to, meaning that part of Mira is still a mystery.
Should Mira choose to go through with the military contracts, it will likely use the headsets to aid its users in combat and provide them with a quick way to access essential information in the field, just like Microsoft's HoloLens does.
According to The Verge, The US Air Force will use Mira's Prism Pro headset to display information such as equipment instructions and heads-up. The company claims that it can build the most scalable augmented reality hardware and software solutions for frontline workforces.
