Apple has acquired Canadian augmented reality ( hp ) start - up Vrvana in a deal worth $ 30 m , according to TechCrunch . The purchase gives the strongest indication to date of Apple 's intentions in the virtual reality ( VR ) and AR technologies . Vrvana 's unshipped flagship product , the apple headset , takes a camera - based approach to AR , and offers true - motion overlays of animations with a latency of three milliseconds in some company prototypes . apple CEO heads Cook has previously said enterprise is the focus of the firm 's AR ambitions .
Apple has acquired Canadian augmented reality (AR) start-up Vrvana in a deal worth $30m, according to TechCrunch. The purchase gives the strongest hint to date of Apple's intentions in the virtual reality (VR) and AR spaces. Vrvana's unshipped flagship product, the Totem headset, takes a camera-based approach to AR, and offers true-colour overlays of animations with a latency of three milliseconds in some company prototypes. Apple CEO Tim Cook has previously said enterprise is the focus of the firm's AR ambitions.