The new iPhone 7 smartphone is displayed inside an Apple Inc. store in Los Angeles, California, U.S., September 16, 2016.
The new iPhone 7 smartphone is displayed inside an Apple Inc. store in Los Angeles, California, U.S., September 16, 2016. Reuters/Lucy Nicholson

Apple takes pride in being one of the leaders in tech innovation. It’s a reality that the Cupertino-based company is never one that remains left out of the latest advancements for too long. Apple is now set to back that up by incorporating augmented reality technology into iPhone cameras.

Apple is reportedly integrating AR features into its flagship smartphone’s camera and is reaching out for start-up support in order to get the job done immediately. The tech giant is also in the midst of developing state-of-the-art glasses that could alter how users see their environment. Apple has recently employed the services of a specialist in head-mounted displays to further solidify its future AR enterprise, according to a Business Insider source.

One of the booming interests in modern technology, augmented reality involves superimposing automated objects onto the real world. Apple’s main target is the development of the AR smart glasses, which is a product that competitors like Google and Microsoft are also into. Until more convenient devices come along, smartphones will be the ones to carry the top augmented reality apps.

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The integration of AR technology into the iPhone’s camera will allow users to direct the device at actual objects and have them recognised. Apple will have to create or certify a database of 3D objects in order to make this possible. Facial manipulation will also be another AR feature with the help of Apple’s acquisition of FaceShift and several other augmented reality and virtual reality companies.

According to the source, once Apple is done incorporating the AR features into the iPhone camera software, it shall launch the new enhancement via an SDK for app creators. That way, augmented reality technology could further reach more users. The company also did the same thing with its Touch ID fingerprint scanner. Apple has yet to make an official announcement or comment about the topic.

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