Feedback Loup: Early iPhone AR Apps

Since the launch of iOS 11, we’ve been testing popular AR apps available on the App Store. We’ve had fun, and found some useful new tools, but it doesn’t seem like we’ve unlocked the true utility of AR – yet.

After testing out a a few of the more popular AR apps, we have four takeaways:

  1. AR apps offer a new, semi-immersive experience. What began with Pokemon Go has expanded to an entire category of apps; AR enables an entirely new app experience, particularly as it relates to gaming. These apps have consumers using iPhones and iPads in an entirely new way, as a window into a mixed reality.
  2. AR apps demonstrate the novelty of AR but don’t provide true utility – yet. Outside of measuring distances and placing furniture, there is little utility value available in these early AR apps. iPhones and iPads can only provide a window into an augmented reality, not a fully augmented reality. Until some form of wearable technology comes along, we won’t have a seamless AR experience.
  3. AR apps are meaningfully better on the iPhone 8 and (soon) iPhone X. Right now, AR apps leveraging iOS 11 work on iPhone 6S and newer models. But while these apps can run on older phones, the experience isn’t the same. Older iPhones have a harder time picking up surfaces and objects.
  4. Don’t Forget About Audio AR. iOS 11 and ARKit have spawned a new category of AR apps layering digital objects on horizontal planes, but we view audio (not just visuals) as a huge opportunity for our devices, like AirPods, to augment our realities. Imagine a co-worker speaking to you in Mandarin, but hearing English in real-time translation.

Here are some of the AR applications that we reviewed:

Follow Me Dragon – The VR Company. Follow Me Dragon gives users their own imaginary dragon that follows them around. At one point, Magic Johnson even tweeted about Follow Me Dragon’s success.

My Very Hungry Caterpillar AR – StoryToys Entertainment Limited. I’ve been playing My Very Hungry Caterpillar with my 4 and 7 year-olds and they’re enthralled. More than a few times, they’ve looked around my iPhone to see the AR caterpillar directly, only to find that it’s not really there.

TapMeasure AR Utility – Occipital, Inc. One of the higher utility apps that we used, TapMeasure, allows users to measure distances with their iPhones. We used TapMeasure to help confirm that we were illegally parked – but just barely. Ultimately, though, distance measurement will be just one ingredient that developers will use to create killer AR apps.

Disclaimer: We actively write about the themes in which we invest: artificial intelligence, robotics, virtual reality, and augmented reality. From time to time, we will write about companies that are in our portfolio. Content on this site including opinions on specific themes in technology, market estimates, and estimates and commentary regarding publicly traded or private companies is not intended for use in making investment decisions. We hold no obligation to update any of our projections. We express no warranties about any estimates or opinions we make.