Apple Inc. assigned a longtime iPhone executive as its first head of marketing for augmented reality, demonstrating the importance of the technology to the company\u2019s future. Frank Casanova moved from leading iPhone marketing for wireless carriers into the new role this month. On his LinkedIn profile, Casanova said he\u2019s now "responsible for all aspects of Product Marketing for Apple\u2019s Augmented Reality initiative." Casanova has worked at Apple for about 30 years, and was key in launching the original iPhone, striking deals with carriers to promote the handset, and developing older Apple products like the QuickTime video player. Also read|\u00a0Netflix lets you request TV shows, movies that you\u2019d like to watch: Here\u2019s how The decision by Apple to name its first head of product marketing for AR underscores the technology\u2019s importance to the company\u2019s quest for major new products. An Apple spokesman declined to comment. "There\u2019s now a name and face on Apple AR efforts and a person with a track record of working on advanced technology projects at Apple," said Michael Gartenberg, former senior director of marketing at Apple. "Frank is the ideal person to lead Apple\u2019s efforts in AR." Augmented reality superimposes virtual content over a view of the real world and has been praised by Apple Chief Executive Officer Tim Cook. The Cupertino, California-based company first demonstrated interest in the field with ARKit software on iPhones and iPads, which allows apps to integrate the technology. Apple is planning a 3-D-based AR camera for iPhones in 2020 and has a team of hundreds of engineers working on an AR headset and operating system, Bloomberg News has reported.