Apple may be building augmented reality glasses; Should Microsoft worry?

By then Microsoft's high-profile, untethered, AR wearable computer, HoloLens, will be three years old. Microsoft's earlier arrival to the market, however, is no guarantee that Redmond's answer to AR will win over Cupertino's much later arrival.

Microsoft was first to tablets and smartphones after all, and we know how that turned out. Still, Redmond seems to have learned a lesson or two from its former lax approach to hardware that resulted in the company being beaten at its own game on more than one occasion.

Microsoft beating Apple to AR doesn't guarantee a win.

With HoloLens Microsoft has taken a strategically calculated approach to the market by introducing it to specific industries and for specific use cases. This tailored approach has garnered passionate developer support for Windows Holographic. Moreover, Microsoft's nurturing of partner relationships to bring HoloLens-like hardware to market will further help Microsoft's ecosystem become the industry's platform for mix-reality (the continuum from augmented to virtual reality).

With such a strategically comprehensive approach and an undeniable lead, does Microsoft have anything to fear from a potential AR headset from Apple? Candidly speaking: yes.

Apple is as Apple does

Apple's CEO Tim Cook had the following to say of AR this Summer:

AR can be really great, and we have been and continue to invest a lot in this…We think there are great things for customers and a great commercial opportunity....Augmented reality is going to take a while, because there are some really hard technology challenges there, but it will happen in a big way, and we will we ever lived without it…Like we wonder how we lived without our phone today.

Apple employs a strategic approach to the market that helps the company minimize financial and perception risks that more daring company's like Google and Microsoft may incur.

Apple minimizes risk by watching as other companies pioneer new tech.

Cupertino often makes minor (relatively speaking) investments in a field while it watches and learns from the successes and failures of companies that make heavier and earlier investments in an unproven area.

Others test the viability of new technology in the market, allowing Apple to then glean what works while avoiding what doesn't. Mark Gurman of Bloomberg recently stated this strategy this way:

The company specializes in turning technology that others have struggled with into easy-to-use devices for the masses...Apple simplified fingerprint technology into an unlocking mechanism for the iPhone and took touch screens mainstream with the original iPhone.

Apple is a consumer company. Before it invests deeply in a technology, it must see a path to bringing that tech directly to the mass consumer market in a consumer-friendly form. With sixty-percent of its revenue coming from the iPhone, in a saturated market, Apple is under pressure to diversify, but must do so with minimal risk.

If a company builds an AR headset and that company isn't Apple, did it happen?

Cupertino lacks the breadth of products, services and infrastructure that Microsoft has as a consumer and enterprise platform company. Redmond has been able to take advantage of its deep-reaching relationships as the default computing platform in the enterprise to take the long road to the consumer space by refining and proving HoloLens and Windows Holographic in the private sector.

If reports are true Apple's AR glasses will work in concert with the ever-popular iPhone, much like the Apple Watch does today. When we consider history and the fact that the iPhone is still seen by many in the industry and the media as the industry's standard, Microsoft's mindshare with AR could be in jeopardy. Particularly in the ever-important consumer space.

Apple's mindshare-grabbing media attention and marketing may mainstream AR.

Historically, an accessory, like the Watch, that treats the iPhone as a hub for a user's digital experiences receives profound media coverage and a tremendous marketing push from Apple. Apple Watch news saturated both tech and mainstream media mainstreaming the idea of a smartwatch for non-techies. If history's any indication of what may occur with Apple branded AR glasses, the resulting phenomenon may propel Apple's AR efforts to the forefront of not only tech but also mainstream news.

Conversely, as profound an accomplishment as the self-contained, wearable holographic computer HoloLens is, few non-techies know it exists. Furthermore, with a first-party consumer-facing version not expected until about 2020 per Microsoft's CEO Satya Nadella, Apple's simpler, iPhone-dependent AR glasses may reach consumers two years before HoloLens does. Granted, Microsoft partners may bring a consumer-facing AR headset to market before or around the same time as Apple's rumored time frame. It is unlikely, however, they will get the type of mindshare-grabbing marketing or media coverage Apple's efforts will engender.

Four Eyes

There was a time when glasses were considered unfashionable. Now people with 20/20 vision wear non-prescription lenses to look chic.

HoloLens is a full Windows 10 computer that can be worn comfortably on one's head. That's a tremendous engineering feat, but no one will be walking around publically sporting those sci-fi-looking goggle computers.

We've no idea how Apple's AR glasses will look. We do know that it will likely be iPhone-dependent, Apple is obsessive about the aesthetic beauty of its hardware and Cupertino's goal is to bring AR to the consumer market in a user-friendly form. Simply put, they'll be something Joe Consumer would wear.

BYOD may be Apple's way of bringing its take on AR to the enterprise.

Apple's massive developer ecosystem will also likely ensure practical everyday uses early on. Furthermore, because a person's personal phone often becomes their business phone via BYOD, the iPhone has a dominant presence in the enterprise. Thus, the iPhone may become Apple's portal for AR into the enterprise and with that a corresponding proliferation of industry-specific iOS AR apps.

The popularity of the iPhone, BYOD and likely aesthetically pleasing AR glasses may be positioning Apple's AR strategy to threaten HoloLen's budding enterprise presence.

Still ahead of the game

Microsoft's mixed-reality strategy is not only more comprehensive than Apple's, but it's already here. Now. HoloLens and Windows Holographic are in the hands of developers and is in use in various industries. Moreover, Microsoft's cognitive services (opens in new tab) such as facial recognition and vision APIs are more advanced than Apple's current facial recognition implementations in its camera app.

These technologies, in addition to the 3D scanning tech demoed at Microsoft's Oct 26th event, will likely find a way into a number of augmented reality scenarios.

Still, the iPhone's dual camera system and Apple's purchase of Metaio and PrimeSense may point to a future evolution of AR within iOS. No matter how far ahead Redmond may be, like the hare who lost the race to the tortoise, I think Microsoft has learned not to sleep on its lead.

Live Photos, 3D Touch & Universal Apps: Apple hijacks Microsoft's lingo

Jason L Ward is a columnist at Windows Central. He provides unique big picture analysis of the complex world of Microsoft. Jason takes the small clues and gives you an insightful big picture perspective through storytelling that you won't find *anywhere* else. Seriously, this dude thinks outside the box. Follow him on Twitter at @JLTechWord. He's doing the "write" thing!

  • Thanks for reading folks!!! Microsoft seems to have a learned a lesson about sitting on tech it has an early entry on. They are really strategically and methodically pushing and building a strong foundation for Windows Holographic. WinHec will likely yield partnerships for "HoloLens-like" device's across varying price points. It's a slow process however. And one that is happening out of the public and medias eye for the most part. Apple's augmented reality glasses entry will likely be with a big splash and a laser and tailored consumer focus. This may result in the gravitation of the ever important mindshare toward Apple and may position them in the limelight in relation to AR headset. The media loves Apple. ABC News recently reported on the patent Apple filed for a foldable phone. Samsung has invested in similar tech but I don't recall ABC reporting on that. I share that one example among others to point out the power Apple has with media. Make no mistake, we are over a year into HoloLens ans Joe Consumer knows nothing about it. The world will know about Apples AR glasses on day one if they launch. Microsoft needs to be positioned ahead of the wave to garner and maintain mindshare in the consumer space. Well you know the drill...LET'S TALK!!!
  • Great article but at the same time it's quite depressing as I think whatever Apple bring out will overshadow the technical brilliance of HoloLens ☹
  • Scary but possible.
  • Well, apple are known for stealing everything and claiming is their own innovation. I am in no doubt their retarded customers will buy into everything crapple has to offer. But, well, that does not mean that Microsoft can't go sky high.
  • Apple copies and articles like this say: "Apple minimizes risk by watching as other companies pioneer new tech", what a load of garbage. Imagine articles saying: "Samsung minimizes risk by watching as Apple pioneers new tech"... Heck they would crucify any other company!
  • Apple don't actually claim anything as their own innovation, that's just what people say about them but it has literally never been said by Apple.
  • Thrn, you probably never heard of the first smartphone;). First tablet and first apps capable device Steve was bragging about;).
  • They probably will deliver a consumer based AR stuff that lots of people will buy and MS will lack behind again
  • Exaclty, like Windows mobile.... Biz only LOL
  • MS should be very afraid, yeah the media will ensure Apple's efforts are promoted above anyone else. It's already been happening, if you watch something like Bloomberg technology whenever AR/MR gets mentioned it's always MagicLeap, Apple, Google etc. Microsoft is never mentioned ever and only in scenarios related to enterprise. Apple has a far bigger developer base who will make lots of apps for it's AR/MR system, Microsoft has had great difficulty in getting anyone doing the same in it's corner. Look at the AppleTV and Xbox, despite the huge difference in userbase the AppleTV has way more apps, if Xbox didn't have games it would be dead. The Window of opportunity Hololens had is closing fast, it will get hammered by MagicLeap if it's rumors of being technically superior are true and it will get hammered from the other side by Apple's popularity and developer base. What MS should do is beat them to market even if it means launching a cheap lower powered arm version they sell at a loss, treat it like a game console, break open the cheque book and get key apps on it. Do live demos on the street with consumers across multiple cites/countries, build product awareness, Hololens is till pretty unknown. MS should be pouring resources into pushing Hololens as the next big wave of computing but they just arent.
  • Well, if Microsoft doesn't go on a rampage and advertise and market their product heavily then they deserve to be overshadowed by some other company that will put the effort in doing those things with their product.  Just saying.
  • I agree. Apple has a better connection with the general public than Microsoft. I think most of the general public is doesn't even know that Hololens exists. When Apple rolls out their AR glasses, the general public will think that AR glasses is an Apple innovation. All Microsoft is doing is right now is building up a future AR app store for Apple. So sad.
  • Over at another web site, one devoted to Apple, there was an article about how Samsung has announced one of their phones in the color Jet Black. The people there are having a screaming fit that Samsung is copying Apple, how pathetic Samsung is for heir blatant copy, and how Samsung has no original ideas left. To Apple and their fans, a color option is innovation that must be protected (btw, the last car I bought, the color is named Jet Black). Over the summer Apple held a media event where speculation was rampant over the great products they would announce, instead they released some new watch bands. Their watches have been stalling in the marketplace because hey don't offer anything that people want. Their greatest innovations (or should I say courage) in phones was the removal of he headphone jack. iPhone was supposed to have sapphire glass, OLED (something on the Zune from 6 years ago that was denounced by Apple fans). Phones are missing things that other phones have; the resolution is horrible compared to the competition. They release laptops where the greatest innovation is a small touch strip rather then full touch - then say the reason is because they can't fix their UI to be touch enabled. Hey haven't released new desktop computers in years, and are far behind the competition. They tried to build heir own car, failed miserably and so they scaled back their plans to do what every car manufacturer as well as companies such as Google and even Uber are doing, autonomous driving.  The talk years ago was that Microsoft only cared about money, and they fell behind because of it. And there was a lot of truth to that. People don't talk about the great features in the latest Apple product, they talk about how much money Apple makes. They are even losing that. Apple is not going to collapse any time soon, but the innovation is not there any more, Cook cares only about the bottom line. For the past 3 years at every conference call after announcing earnings he claims that they will have great innovation in the next year. It never materializes. When Microsoft releases som new product, people claim that they are late to the game. For some products, yes, they have been. But Apple is far behind on this, they have been late to the game for features their competition have had for years and their sales are showing it. It will be interesting to see what, if anything, they release. But it will be rushed to the market, not have what the competition has today, and as usual the excuse will be that not one person wants those features so Apple decided for their potential customers they should not have them.
  • I assume this other site is called MacRumors?
  • Yep
  • Knew it. I've been arguing with so many people in that thread.
  • I just go over to catch up on the news, always good to see what the other side is doing. I don't bother commenting, I just leave them to themselves.
  • Re: Michael Alan Goff,
    I hope you aren't trolling the site the way some of those people troll this site.
    Best Wishes
  • No, I try to have discussions. They turn into arguments.
  •  Unfortunately, what's happening to Apple is they make so much money are becoming protective to the point of standing guard. That is why we are seeing even on what they are calling new products that are not at all impressive or unique a better way to say it not innovative and have been doing so for a few years now. They know the market will react in their favor and so introduce products at high prices with just minute upgrade over the previous device. In comparison Microsoft has introduce products that allow the OEMs to compete with their versions in so doing developing a market and at various pricing points. For instance Hololens is gaining ground in industry as well as they are using it on the Space Station including being experimented with in surgical procedures in hospitals and the Surface tablet has several versionings by OEMs.
  • Depends on the flexibility or future iterations of IOS. If they do this, they will likely have to introduce ANOTHER OS for it, and it will have to critically be compatible with IOS apps. Won't be MacOS, (that's dead), won't be Apple TV, IOS currently likely wouldn't be able to handle it properly. Windows 10 allows a much more mature platform, but there is literally no limit to what Apple can throw out, overcharge for and people will flock to, and even developers will inherently support it on principle that it "should" be a success. I think this is a market that will be as relevant as the watch and won't reflect in the share price as much as the imminent iPhone sales will cause it to decline. Despite Apple's latest moves, they will still get the benefit of the doubt, but that's a legacy that will certainly fade as everyone else continues to meet or beat them at every relevant level, including software integration, design and overall user experience.
  • Hard to know.
    If it's tied to the iPhone what will it really be capable of doing, maybe it will be another iWatch gimmick?
    HoloLens on the other hand looks to he a serious tool with unlimited potential, but maybe iGlasses will be huge with the Pokémon Go crowd?
    Time will tell.
  • I dont think msft should worry... Msft is already ahead of apple on AR
  • Msft was ahead of Apple in smartphones and tablets, too. Look how that worked out for Msft. I would say Msft absolutely should be worried.
  • I never saw msft to be ahead of apple on smartphones and tablet
  • Hi TuanLVT. :-) Microsoft had Windows Mobile (Not Windows 10 Mobile) smartphones in the market long before the iPhone was ever introduced. I had a few. Here's a link to the history: Same goes for tablets. Microsoft was on tablets, albeit with a desktop OS long before the iPad debuted. So yes MS was ahead if Apple in both smartphones and tablets. Thanks for contributing! :-)
  • They were about 7 years ahead on both tablets and smartphones.
  • Apple changed the game with the iPhone, they reset the entire perception of what a smartphone is, should be and how we interact with those devices. I don't see them completely changing the perception of and how to use Augmented Reality.
  • @19Michael87; True...but Microsoft was not targeting the consumers but the corporate market and left that door open because around that time we had Nokia which was the top consumer brand perhaps in the world and before Apple, Blackberry had it's time in the sun as well perhaps being the top brand for business a market that was Microsoft's target as well but their several others like HTC, Sony, Palm with the WebOS, Motorola ,etc., Apple came along targeting consumers and outdid the other brands until Google came along with Android. Again, Microsoft phone at that time was not a target for consumers until wp7 in reality.
  • Apple is making lots of iPhone 8, AR rumors after boring product launched. I think merely prevent it's share goes down.
  • The answer is yes Microsoft should be worried. Just asked eight of my friends if they knew what holo lense was none knew what it was. When I told them what it was they had heard of Htc .
  • Problem with HoloLens is whether it will actually see any sort of consumer release by then (LIkely it won't and I don't think the existing version is suited/targeted to the general public anyway - You can't really be 100% sure that it will EVER see a consumer release, by the time it's cost effective people may not be that interested) I think the VR push with the creators update is a good one to make, and I think they realise that AR may still be a way off from being suitable for consumers. If companies like Dell can release $300 VR headsets it makes much more sense than trying to get a much more expensive consumer version of HoloLens out there.
  • @Keith Brymer; Not at all. Microsoft's primary target is industry, corporations, businesses who can use such a device and not necessary consumers where there are already several companies exist; Sony, HTC, Google, Alcatel made an entrant, Samsung, etc. of which Apple will just be another entrant. If anything, it's about getting your slice of the pie...  
  • That's fine if Microsoft wants to target industry. their choice they invested the money its entirely up to them who they target. But the question was should Microsoft be worried ? My answer is still yes but only because I like Microsoft. There are millions of Corporations but Billions of Consumers That is where the money is . that's how Microsoft eventually made tonnes of money by selling windows 95 then Win 98 and office to consumers.
  • Apple will have their version and so will everyone else who enter's this area of technology. It's not a race at all to see who wins in contrast to Microsoft version of the Hololens is very practical in the science fields including industry, corporations, etc. which are the areas of target for this product. Google has already put to market the Cardboard version and Alcatel has package one with their new wp making it an attractive and compelling buy. Of course there are others already like Sony, HTC, etc. It's new and wide open market at this early point of development. 
  • Here in italy i've never read on media or tv or radio about Surface or Hololens...
    Microsoft at least here in Italy is not present at all in marketing stuff
    Last spot on tv about something from MS was lumia phone in june 2014...
    I don't know where Microsoft want to go without any marketing or spot, they are simply crazy about me
  • Probably. Apple zombies will buy 10s of millions of whatever Apple drops, so it will be the instant market leader. AR may end up like phones and tablets, where Microsoft plays around first, but Apple comes in and dominates.
  • Sometimes I wish everything was like it was hundreds of years ago when people genuinely seemed to be kind and selfless. Huge corporations didn't do bad things and say "it's just business!" One thing that really pisses me off is how tech companies, especially Apple, manufacture their devices through companies like Foxconn. Foxconn makes high quality devices with high quality materials. But guess how they do that, modern day slavery. Asian workers at Foxconn pretty much get paid in pennies when they do get paid. They aren't allowed many, if any breaks of any kind throughout their long work shifts. Most of them are forced to wear adult diapers to keep their jobs. Some of the Foxconn plants put nets outside of their windows because many of the employees hated their jobs and lives so much that they were willing to jump out the windows and hope that they wouldn't survive. We need to do something to stop companies from ruining/ending the lives of people far away just so that we can live in luxury.
  • Sometimes I wish everything was like it was hundreds of years ago when people genuinely seemed to be kind and selfless. Huge corporations didn't do bad things and say "it's just business!" One thing that really pisses me off is how tech companies, especially Apple, manufacture their devices through companies like Foxconn. Foxconn makes high quality devices with high quality materials. But guess how they do that, modern day slavery. Asian workers at Foxconn pretty much get paid in pennies when they do get paid. They aren't allowed many, if any breaks of any kind throughout their long work shifts. Most of them are forced to wear adult diapers to keep their jobs. Some of the Foxconn plants put nets outside of their windows because many of the employees hated their jobs and lives so much that they were willing to jump out the windows and hope that they wouldn't survive. We need to do something to stop companies from ruining/ending the lives of people far away just so that we can live in luxury.
  • It's not a rude comparison, your Hitler comparison is just stupid^10.
  • I think the product will be very different in terms of capabilities if Apple's device is going to be a pair of glasses - Surely it's going to be a more refined Apple version of Google Glass which pretty much fell flat on it's face. They do have the brand following to be more successful in sales of something like this than Google, but it's still going to face issues. It sounds like something designed for outside of the house/workplace where as HoloLens so far is less likely to be used out and about (Except if it's being used remotely for work etc)
  • That's what I'm thinking. They must leverage the iPhone in selling the Apple glasses as a companion device, just like the Watch. Remember, it's form over function for them, so good looking glasses with integrated AR is what I'm thinking as well.
  • I dont think it's true anymore, i mean look at iPhone 7 and the latest macbook, all they did was remove the headphone jack from the phone, didn't put a lightning port to the laptop( so the iph 7 owners are screwed), removed all legacy ports for USB-C( they ever hold hardware review meetings?!)and the reviewers too lashed about them. This is the highest criticism I've seen on apple since I've known them. And what innovation they had to show for it?
    I dont think even if they're capable for making the best augmented reality glasses, they will, because their mental design principles come in the way. So take a chill pill everyone.
  • Common rule, who ever uses Hitler in an argument/discussion automatically loses said discussion. Their is no comparison. Please stop
  • Like Apple fans have decided to buy 10s of millions of watches? They are quickly losing their standing in the market. The hardcore fans will buy it, but the casual fans probably not.
  • Did you know the dumb iPad Pro (even when iPad sales are declining) outsold the Surface? Like it not, they sell consumer devices in numbers Microsoft can't imagine (yet).
  • Microsoft hardware is 4% of the Windows market -- Apple hardware is 100% of the iOS market. I had a [choice] and went with a XPS 15.
  • you are aware that was the first quarter that the ipad pro was on sale? Of course you are going to sell more of a product in the first quarter of its release than a product released 4 years earlier - most people that want a surface already have one.
  • we don't know if that is true or not. APple fans demand exact numbers of Microsoft products sold,  broken down into which models were sold. Thy want to know how many SP4 vs SP3 vs S3 sold. They want exact numbers numbers of m3, i5 vs i7 devices sold. They want to know how many are in customer's hands, how many are on store shelves, how many have been returned. And if Microsoft doesn't give those numbers, not rounded off but exact, then he Apple fanboys proclaim that Microsoft is hiding the truth because not one device has sold. Meanwhile Apple gives some vague number lumping all iPads together, mini, air, pro, old airs and minis they are selling at a discount and refurb devices, and somehow you can judge that they outsold Surface devices. Watch sales are reported by analystists to have dropped, Apple doesn't report how many sales they made, and people like yourself dismiss those numbers. But you are quick to accept those numbers when the analysts are making guesses that contain many variables.
  • IPads do outsell surface just look around. On trains buses even in work. Ask your friends which tablets have they got at home. To my annoyance there are two mini ipads here one Android and one Surface. Yes eyebrows are slowly rising when family members are slowly realising I can do a lot of the things that they can't.
  • Sorry but I disagree. There used to be a lot of ipads around about a year ago but not anymore. I mostly see windows based 2 in 1 devices now with a few surfaces at university and at work. I've never seen an android tablet in the wild though.
  • Why down vote him?
  •   Not so sure about that. Not any more. Apple products are good, they are even great. ​But Apple has become way special, and they are far away from "magic".
    ​Apple has become more normal, may it even has become a "normal" luxary good.

    Consumers have become more informed, more educated and more critical about  gadgets they buy. Apple in future will have a hard time to dominate anything.
    ​And as we have seen, other companies make good products as well, including Chinese companies. Apple has lost its edge it had in "the early years", it has way more competition right now and for the years coming. They'll have to fight hard TO KEEP their marketshare and they also will find it hard to maintain the margins they are used to right now. Apple's "magic wand" is broken, and I wonder if they ever will find or fabricate a new one.          
  • I hope you're right about them being more informed, but I'm not convinced. The more I talk to people about tech, the more I'm convinced they only watch commercials....but I hope you're right about the general consumer. I read a lot of tech stuff (which really doesn't make me all knowing on this stuff), but I have yet to talk to someone who had heard of the hololens. It's kind of understandable, because it's still a beta product. But if Microsoft is ever going consumer with this thing, they better do a lot better at marketing than they have in the past. People just don't know about their products.
  • I don't know what Apple will do but HoloLens will still be different. If the glasses will be iphone dependant, they clearly can't be a holographic computer like MS did and will probably just display stuff from the phone in a similar way HoloLens does. MS will still have the unique applications of their hardware but they have to continue working on it, to get the price down, reduce size and increase performance
  • The Apple glasses jus sound like Google Glass to me, so I agree a very different type of product. I don't we'll see a consumer version of HoloLens anytime soon anyway - They are clearly pushing the more affordable VR route with new devices from OEMS for the creators update. I think it'll take MS a long time to improve the tech to meet expectations of the average consumer (who want the moon on a stick) and at a price they are happy with....By the time it's possible who knows if it will even still release to the consumer market. It took VR so long to actually get anywhere and it's just about to become affordable for the general consumer, so I think HoloLens specifically is years away from any sort of consumer version - Bank on VR being pushed more and more though, at $300 it'll have a great entry price
  • Give me AR over VR any day!
  • Sure, but in the meantime there is no AR solution that can be pushed commercially to consumers. AR is definitely better but smart move by Microsoft to push VR for now
  • Apple is the best copy specialist company in the world. Whatever they'll make, always a copy of something else, the iSheep herd will bleat and bleat and continue to buy it no matter what.
  • I bet you,in a few years time, even if Hololens comes before apple's device... The iSheep will shame the Hololens as a "[apple] rip-off", just like they do with the iPad Pro + Surface iSheep will jump at anything with the apple logo, and anything that came before it will be considered to not have existed before it. Sad reality
  • Because Microsoft invented AR?
  • When did I say Microsoft invented AR? Don't twist my words
  • bleached here has taken the job of DJ by ranting against MS.
  • Yep! He'll twist whatever words he can if it will shame MS or anyone who uses their devices
  • It is implied in your statement. Hololens is a ripoff either way, they didn't invent AR.
  • No... that's not what my comment implies. It's pretty obvious that I'm saying iSheep (to clarify, I'm talking about die-hard apple fans) will claim that apple's AR came before Hololens, even despite the overwhelming evidence to prove otherwise.
    iSheep already claim that the Surface is a rip off of the iPad pro... Despite it existing years before apple made their device. No where did I say MS made the first ever Laptop+Tablet there either (However that may be the case). Why is it suddenly any different with AR, is it just so it "benefits" your case? Sorry but twisting people's words makes your argument that much more invalid.
    It's pretty obvious MS wasn't the first to develop AR. Gaming AR came way before MS dipper their feet into it. Don't twist my words and make a new meaning of my comment which I obviously didn't mean :) otherwise you may as well go onto say every company rips off each other. You know,since most OEM's make phones... And laptops... Etc, none of which made the original hardware. But that makes your Argument that bit more invalid :)
    And just to quote my comment which apparently implies that I said MS made the original AR (lol)
    "the iSheep will shame the Hololens as a "[apple]" rip off". I don't see any remote meaning behind that that states your invalid argument... Do you? :)
  • I invite you to quantify, fully, your suggetion that "Hololens is a rip off".
  • No but they beat apple to it. Microsoft developed thier own while Apple bought into it. Apple really hasn't created anything spectacular in years... maybe the Watch which is cool.
  • I wouldn't say the watch as being spectacular.
  • How do you know what Apple is doing behind closed doors?
  • Yeah, like Apple is building a Tesla killer before closed doors.
  • like I wrote above, Apple fans are angry that Samsung copied the color black for their phones, claiming that Samsung can't innovate so they copied black. A few years ago around this time of the year Sears had a commercial where a kid was standing in front of a white background talking about how he wanted an Xbox 360. They claimed that it was a copy of Apple commercials, and couldn't innovate with commercials. When XP was released, Apple