Microsoft, of course, is already well ensconced in the AR/VR world, having launched a v1 HoloLens past year as a $3,000 Developers Edition, and has talked about a HoloLens version 2, with built-in AI processing, but that device apparently won't ship until 2019.
Apple first began experimenting with augmented reality a couple of years ago. Why so long? Apple seems to be okay with taking its time in development, waiting for technology to catch up with what it wants to do.
The Apple AR headset is said to have its own display and run a new chip with a new operating system, according to Bloomberg's Mark Gurman.
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The report says Apple is also putting together its own version of Gear VR for internal testing, using the phone's hardware to make a rudimentary AR headset.
There are still plenty of details to work out, such as how users will launch apps or control them through the headset. "I can tell you that the technology itself doesn't exist to do [AR glasses] in a quality way", Cook said to Vogue in October after dismissing "rumours and gossip" about the idea.
The $175.30 per share price got Apple over the goal line for this latest milestone and the next key level to watch is $194.77. Are any of you particularly excited about augmented reality?
VR and AR headsets are beginning to proliferate in the market, but they mostly require another device. Startup Meta has developed a headset with a focus on education and medical uses.
Apple is reportedly looking to deliver an augmented-reality headset by 2020, as it looks to build on the introduction of ARKit to iOS. Apple's use of full-faced devices such as the HTC Vive suggests that instead of trying to tackle the hard and expensive problem of lightfield technology Apple may simply be going for a simpler passthrough system where the only challenge would be to improve latency to an acceptable level.
"We're already seeing things that will transform the way you work, play, connect and learn", Cook said on a November 3 conference call with analysts.