Now Integrated Into iPhones & Tablets, AR Now In Its Do-or-Die Phase

Careful when you update your iPhone, because it can create sinkholes in your floor that just might swallow your cat:

Yes, iOS 11 and the ARKit is here, meaning augmented reality apps are officially integrated into late model iOS devices, and offered within an AR category of the App Store. I was just toying around with one called AMON, in which statue puzzles seems to burst out of giant fissures in the floor. Here's 9 other new AR apps worth a look,  with the most interesting to me not games, but utilities -- like HOUSECRAFT, a furniture layout planner, and TAPMEASURE, an AR-based tape measure. 

But for games and virtual world activities? Even after a few minutes, I can see the problem there:

To get the full augmented reality effect, you need to more or less hold your device up in the same position, pointed in the same direction, many minutes (or more) at a time.  This becomes quickly annoying (and arm-straining), totally contradicting the convenience of using handheld smart devices. I can see doing that for 1-2 minutes now and again, as in the monster capture feature of Pokemon Go, but anything beyond that becomes doubtful. This will likely limit the kind of content that's feasible for AR on iOS.

That's just my take, but really, my personal take doesn't matter: the real test happens with the tens of millions of iOS owners who'll download AR apps in coming months, and decide for themselves how appealing it is. My guess is they'll embrace it for limited use utilities, but not much more than that. But maybe they'll want it for entertainment and communication too. Whatever happens, now that the category is launching on the world's largest platform, it's augmented reality's do-or-die moment: Either a mass market decides now whether it's broadly valuable, or they don't. After that, no new AR platform -- certainly not eyewear -- will likely change their mind one way or the other.

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