Apple’s Purchase of Mira AR Company Paves the Way for a ‘Spatial’ Reality Revolution
Mira, a startup that focuses on creating augmented reality (AR) headsets, has been acquired by Apple. The company produces headsets for various organizations, including the US military. Interestingly, this acquisition announcement follows Apple’s recent launch of the Vision Pro headset, priced at $3,499, which signifies the company’s foray into the AR-mixed reality market.
Speaking to The Verge, Apple said, “Apple buys smaller technology companies from time to time, and we don’t usually discuss our purpose or our plans.” Therefore, it is currently not clear what Apple intends to achieve with this acquisition. Is it about eliminating competition or is the company strengthening its position in the field of mixed reality? Only time will tell. But one thing’s for sure – Apple plans to double down on its “spatial computing” ambitions.
What are you doing Mira?
The company is based in Los Angeles and was originally founded by Taft in 2016. It is said to make AR headsets for high-profile clients, including Universal Studios Nintendo World theme parks.
Additionally, as noted by The Verge, Mira also has several military contracts, including “a small contract with the U.S. Air Force and a $702,351 contract with the Navy, according to government records and press releases.” In addition, the Air Force contract is for military pilots stationed at Travis Air Force Base, where they can use Miran’s Prism Pro headset to display “on-screen instructions.”
What’s even more interesting is that Jony Ive, a former product designer at Apple, was an advisor to the startup Mira.
How might it affect Apple’s “status data”?
For those who don’t know, two days ago at WWDC 2023, Apple released its highly anticipated Vision Pro headsets, the company’s first new line of products in years, since the Apple Watch launched in 2015. The iPhone maker claims it’s a “space computer” ” designed seamlessly connecting the digital and physical worlds while keeping users aware of their surroundings.
Apple is likely aiming to make “spatial technology” the next big thing after the iPhone, and to achieve that, it needs to ensure that competitors, including Meta, are kept out. According to reports, Apple’s Vision Pro stands out from other VR/AR headsets and may be years ahead of the competition. To maintain this advantage, the iPhone maker may have decided to strengthen its expertise by bringing in Mira’s teams with experience working with the US Department of Defense.
