XR is a catchall term that refers to virtual reality (VR), augmented reality (AR), and mixed reality (MR), three technologies that – although in varying ways and to different degrees – help immerse an individual in virtual spaces. There’s been no shortage of hype surrounding XR, and now, the industry appears to be at something of an inflection point. Beloved tech giant Apple recently entered the arena, which has shaken up the market and sparked a new wave of curiosity.
“After a spell where much of the noise surrounding XR subsided, Apple’s recent announcement has reignited consumer awareness,” says Nikolaos Tzoumerkas, Futuresource Consulting’s resident expert in XR. “The wheels are still turning for the industry, and the renewed consumer enthusiasm is prompting new developments across the board.”
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