Alphabet’s Google and augmented reality startup Magic Leap seem to be collaborating and working on building immersive experiences. Google and Magic leap are trying to create a platform that blends the physical and digital worlds.
On Thursday, Magic Leap mentioned in a blog post that the two companies have agreed to a partnership. “The partnership will combine Magic Leap’s AR expertise and optics leadership with Google’s technology platforms,” a Google spokesperson confirmed about the agreement.
The initiative taken
From what it is understood, not much details have been explained about the partnership. However, the announcement seems to add to signals that Google may be planning a return to the market for augmented and virtual reality (AR/VR) technologies. Till now rivals such as Meta and Apple, had ruling in the AR/VR sector. Now it seems like Google is here to take back the throne.
The partnership is expected to combine Florida-based Magic Leap’s expertise in optics and device manufacturing with Google’s technology platforms.
Julie Larson-Green, Magic Leap’s Chief Technology Office, explains further that “So we’re thinking, putting our expertise and their expertise together, there’s lots of things we could end up doing.”
The road ahead
Reportedly, Google was the first to pitch an AR revolution more than a decade ago, when it introduced its Google Glass smart glasses. It has also introduced the device in an elaborate 2012 demo involving skydivers using the glasses to live stream a jump on to a San Francisco building. However, consumers seemed to have disliked the product’s clunky design and privacy concerns. Some also named them as “glassholes.”
Now, after the backlash, it looks like Google is all set to mark a new era of the AR/VR revolution. “We look forward to bringing together Magic Leap’s leadership in optics and manufacturing with our technologies to bring a wider range of immersive experiences to market. By combining efforts, we can foster the future of the XR ecosystem with unique and innovative product offerings,” Shahram Izadi, VP and GM of AR/XR, Google, explains.
Furthermore, after the event, “We’ve shipped a couple of different versions of augmented reality devices so far, so we’re out there delivering things, and Google has a long history of platforms thinking,” Julie Larson-Green, Magic Leap’s Chief Technology Officer told Reuters during an interview.
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