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5 QuickTime lessons for Apple’s new AR chief

In what I see as a sign of the significance of augmented truth (AR) to the corporate, Apple has put one in all its maximum extremely skilled executives, Frank Casanova, answerable for AR product advertising and marketing.

Enabling the AR tidal wave

Apple’s senior director of globally product advertising and marketing, Casanova led iPhone advertising and marketing for the unique 2007 release.

He was once additionally a kind of who evangelized Apple’s pioneering QuickTime multimedia same old – for the reason that QuickTime arguably helped Apple turn into itself right into a streaming media powerhouse, what classes can he deliver to Apple’s AR groups?

I consider he would possibly see AR adoption as a little bit just like the explosion of 3G products and services. Within the early days, when the United States was once nonetheless coming to phrases with mobile phones, Japan was once already embracing totally virtual reviews.

That was once without a doubt the case when in 2003, he informed me: “If the Jap marketplace is any instance of what is going to occur, it is going to come throughout Europe like a tidal wave.”

The remaining is historical past: The virtual transformation of on a regular basis existence, paintings, recreational and each and every business is accelerating. Listed here are some implications from the historical past of QuickTime – a regular you’ll now to find inside of virtually each and every multimedia instrument on this planet — that can develop into related to Apple’s paintings with AR.

#1: From end-to-end

Rising from a backroom analysis undertaking at Apple’s complex generation analysis workforce, QuickTime become a elementary component around the Apple ecosystem.

“The whole thing Apple does is in accordance with QuickTime”, Casanova said in 2003. “It is core technology that’s built into OS X. It is the file format for Final Cut, iMovie, iPhoto, iDVD – they all rely heavily on it to manage a lot of their work.

“We provide the key technology to create a high-quality, advanced set of APIs that run incredibly well on a Mac to ensure those applications will also run incredibly well on a Mac.”

QuickTime also became an element of the MPEG-4 and 3GPP standards, which is why you find it inside almost every multimedia device.

In other words, QuickTime became part of the entire creation, distribution and consumption ecosystem of multimedia. It makes sense for Apple to move in a similar direction with its AR technologies, which have already spawned a trans-industry standard for AR objects, called USDZ.

#2: Find a way to scale

QuickTime enabled Apple to develop its own suite of unique software solutions and services.

The aforementioned iMovie, for example, was a radical departure for an industry whose dominant computing platform (Windows) was at that time legendarily appalling at handling video assets. Apple’s shrewd decision to make iMovie a free tool inside every Mac and iPhone underlined its platform advantages and helped new talent find itself.

Naturally, this end-to-end standards support – baked into the platform at a fundamental level –- also enabled Apple to introduce various media services, such as TV shows and movies via iTunes.

That’s something that continues to scale: Just look at Apple’s forthcoming movie and TV show streaming services as an example of this. I see no reason ARKit won’t evolve in similar directions.

#3: Empowering creative people

Apple’s has always stood at the intersection between technology and the liberal arts. Within this mission, it has aimed to provide platform support for creative developers to build creative tools, as evidenced by the history of Apple/Adobe and the dizzying range of applications you can use on Mac, iPad, and iPhone.

Apple is doing the same thing with ARKit. it has very quickly built a user base of almost a billion compatible devices along with a set of off-the-shelf APIs (Application Programming Interfaces) developers can use to create new experiences.

When you have a huge audience and an available toolkit, you empower creative people to do creative things. 

#4: Partnerships are powerful

Apple has always worked in partnership with others since its inception.

When QuickTime became a multimedia standard in 2003, Casanova pointed out that establishing it as such required “dozens (of companies) working together”.

When it comes to AR, Apple is already working with industry partners, including Adobe and Valve. We may see more of this — Apple’s recent move to open up AirPlay 2 to third-party televisions reflects an even deeper insight into partnerships — it simply depends what makes sense.

At what point does mass market hardware availability of AR access devices translate into a mass market opportunity for cutting-edge AR experiences?

#5: A hardware vision helps

We can already indulge ourselves in ARKit so long as we have a compatible iPhone or iPad. What else makes sense? QuickTime was shipped in the box with hundreds of third-party digital cameras and became a component on DVDs. What about ARKit on Apple TV? Or Apple glasses?

Weaving together platforms, partnerships, technologies, consumers and developers around a brand-new media-based experience and productivity platform is a complex task. No wonder Apple’s put one of its most experienced chaps in charge. 

Please follow me on Twitter, or sign up for me within the AppleHolic’s bar & grill and Apple Discussions teams on MeWe.


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