Wearables
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AR 1.0 is dead: Here’s what it got wrong
The first wave of AR startups offering smart glasses is now over, with a few exceptions.
Google acquired North this week for an undisclosed sum. The Canadian company had raised nearly $200 million, but the release of its Focals 2.0 smart glasses has been cancelled, a bittersweet end for its soft landing.
Many AR startups before North made huge promises and raised huge amounts of capital before flaring out in a similarly dramatic fashion.
The technology was almost there in a lot of cases, but the real issue was that the stakes to beat the major players to market were so high that many entrants pushed out boring, general consumer products. In a race to be everything for everybody, the industry relied on nascent developer platforms to do the dirty work of building their early use cases, which contributed heavily to nonexistent user adoption.
A key error of this batch was thinking that an AR glasses company was hardware-first, when the reality is that the missing value is almost entirely centered on missing first-party software experiences. To succeed, the next generation of consumer AR glasses will have to nail this.
Image Credits: ODG
App ecosystems alone don’t create product-market fit
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Google acquires smart glasses company North, whose Focals 2.0 won’t ship
Google confirmed today via blog post that it has acquired Canadian smart glasses company North, which began life as human interface hardware startup Thalmic Labs in 2012. The company didn’t reveal any details about the acquisition, which was first reported to be happening by The Globe and Mail, last week. The blog post is authored by Google’s SVP of Devices & Services Rick Osterloh, which cites North’s “strong technology foundation” as a key driver behind the deal.
Osterloh also emphasizes Google’s existing work in building “ambient computing,” which is to say computing that fades into the background of a user’s life, as the strategic reasoning behind the acquisition. North will join Google’s existing team in the Kitchener-Waterloo area, where North is already based, and it will aid with the company’s “hardware efforts and ambient computing future,” according to Osterloh.
In a separate blog post, North’s co-founders Stephen Lake, Matthew Bailey and Aaron Grant discuss their perspective on the acquisition. They say the deal makes sense because it will help “significantly advance our shared vision,” but go on to note that this will mean winding down support for Focals 1.0, the first-generation smart glasses product that North released last year, and cancelling any plans to ship Focals 2.0, the second-generation version that the company had been teasing and preparing to release over the last several months.
Focals received significant media attention following their release, and provided the most consumer-friendly wearable-glasses-computing-interface ever launched. They closely resembled regular optical glasses, albeit with larger arms to house the active computing components, and projected a transparent display overlay onto one frame which showed things like messages and navigation directions.
Around the Focals 1.0 debut, North co-founder and CEO Stephen Lake told me that the company had originally begun developing its debut product, the Myo gesture control armband, to create a way to interact naturally with the ambient smart computing platforms of the future. Myo read electrical pulses generated by the body when you move your arm, and translated that into computer input. After realizing that devices it was designed to work with, including VR headsets and wearable computers like Google Glass, weren’t far enough along for its novel control paradigm to take off, they shifted to addressing the root of the problem with Focals.
Focals had some major limitations, however, including initially requiring that anyone wanting to purchase them go into a physical location for fitting, and then return for adjustments once they were ready. They were also quite expensive, and didn’t support the full range of prescriptions needed by many existing glasses-wearers. Software limitations, including limited access to Apple’s iMessage platform, also hampered the experience for Apple mobile device users.
North (and Myo before it) always employed talented and remarkable mechanical electronics engineers sourced from the nearby University of Waterloo, but its ideas typically failed to attract the kind of consumer interest that would’ve been required for sustained independent operation. The company had raised nearly $200 million in funding since its founding; as mentioned, no word on the total amount Google paid, but it doesn’t seem likely to have been a blockbuster exit.
In an email to North customers, the company also said it would be refunding the full amount paid for any Focals purchases — likely to defray any complaints about the end of software support, which occurs relatively soon, on July 31, 2020.
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Angling to be eyewear’s next big thing, Futuremood launches with mood-altering sunglasses
Austin Soldner and Michael Schaecher, the co-founders of the new sunglasses brand Futuremood, met at the newly formed San Francisco research and development lab created by the high-end audio tech developer Bose.
The two were tasked with working on Bose’s sunglasses wearable and bonded over a shared interest in sneakers and fashion. Over many conversations the two men realized there was an opportunity to use technology to rewrite the sunglasses playbook and launch the first new brand to the market since Oakley came on the scene.
There was also an opportunity to bring the materials science and tech-forward strategies that sneaker companies have developed to an industry that hadn’t seen any real technical revolutions in decades.
Enter Futuremood “Auras,” which the company bills as the first glasses scientifically tested and proven to alter your mood.
Using technology developed by the lens manufacturer Zeiss, Futuremood’s first glasses come in four colors — a relaxing green, a refreshing blue, an energizing red and a focusing yellow. The company is launching its eyewear in two styles, a boxy, chunky frame and a more traditional rounded frame.
Image Credits: Futuremood (opens in a new window)
Any mood-altering effects are thanks to Zeiss’ halochrome lens technology, which the lens manufacturer has been working with — and publishing papers on — to suss out the science behind its claims that the use of filtered light can change the way folks feel.
There’s some preliminary research that the company has done, but the science is still largely unproven (Zeiss conducted two studies at European universities).
Schaecher and Soldner are believers, and the two longtime tech execs see these lenses as a window into a wider world of material science experimentation and product development that they’re hoping to bring to market with Futuremood.
“If you think about sneakers and where Nike and Adidas got to where they are today, it was through innovation in product design and materials and branding and marketing and all of that had been missing from the sunglasses space,” Schaecher said.
The second marketing hire at Airbnb and the first marketing hire at the now-defunct Munchery, Schaecher knows a thing or two about branding. Meanwhile, Soldner, the founder of Playground.fm, and a former product designer at Jawbone, is the technical expert and lead designer for all of Futuremood’s frames.
“We really saw an opportunity to push the envelope in technical innovation and product innovation,” said Schaecher. “We have a backlog of stuff to push the envelope of what sunglasses are.”
One thing sunglasses are is a very very big business. Consumers spent $14.5 billion on sunglasses in 2018, according to the market research firm, Grand View Research.
If Futuremood can capture even a fraction of that market with its unique spin on sunglasses, it’ll be in good shape.
As with any good direct to consumer product, Futuremood’s difference begins with its packaging. Tapping in to the mood-altering “wearable drugs” aesthetic, the company’s product is packaged in boxes with the same bright hues as the sunglasses. Inside there’s a cloth to clean the glasses, a velvet pouch to hold them and a scented pack of incense matches and a vaguely tarot-esque card with information about the glasses and the sensation they’re meant to evoke (there’s even a Spotify playlist to listen to).
In an email, Schaecher described the sensation as “not as subtle as CBD, but not as strong as a shot of tequila or glass of Rosé.
“Austin and I are really into different ways of self care and taking moments and… we thought there was an opportunity to bring delight and joy,” with the packaging, Schaecher said. “We don’t expect people to be firing up Spotify playlists and incense matches every time they wear things.”
Futuremood has been mostly bootstrapped to date, and like everything else in the year of our Lord 2020, the company’s plans were pushed back by the coronavirus pandemic.
“Our lenses are made in Zeiss’ Italian factory and the glasses were made outside of Shenzhen,” said Schaecher. “We quarantined the first order for two weeks. Zeiss was right in that region of Italy that was getting hit hard. We’ve been delaying since then. It’s hard to put into words what it’s like to grind on something for eighteen months… and then have to delay launching.”
Even with the pandemic, though, the company moved ahead with the design for its second product, and that gives a hint for where Schaecher and Soldner want to go with their business. “We have our second product line and that is not mood-altering glasses,” said Schaecher. “That’s a traditional sunglasses line that uses titanium alloy metals that are more commonly seen in aerospace than in eyewear.”
The design aesthetic is also more in the luxury vein, which Schaecher teased was akin to something that would be more at home in a Cartier showroom rather than a direct to consumer brand’s digital storefront.
Right now, the company is going direct to consumers through its website, but it’s looking at the potential for some retail collaborations and field marketing when the country opens back up for business.
As for the mood-altering effects and whether “wearable drug” can win market share, Schaecher is pretty optimistic. “People definitely have reactions,” he said. “It’s a fun, new thing that’s never existed before.”
Image Credits: Futuremood
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Scandit raises $80M as COVID-19 drives demand for contactless deliveries
Enterprise barcode scanner company Scandit has closed an $80 million Series C round, led by Silicon Valley VC firm G2VP. Atomico, GV, Kreos, NGP Capital, Salesforce Ventures and Swisscom Ventures also participated in the round — which brings its total raised to date to $123M.
The Zurich-based firm offers a platform that combines computer vision and machine learning tech with barcode scanning, text recognition (OCR), object recognition and augmented reality which is designed for any camera-equipped smart device — from smartphones to drones, wearables (e.g. AR glasses for warehouse workers) and even robots.
Use-cases include mobile apps or websites for mobile shopping; self checkout; inventory management; proof of delivery; asset tracking and maintenance — including in healthcare where its tech can be used to power the scanning of patient IDs, samples, medication and supplies.
It bills its software as “unmatched” in terms of speed and accuracy, as well as the ability to scan in bad light; at any angle; and with damaged labels. Target industries include retail, healthcare, industrial/manufacturing, travel, transport & logistics and more.
The latest funding injection follows a $30M Series B round back in 2018. Since then Scandit says it’s tripled recurring revenues, more than doubling the number of blue-chip enterprise customers, and doubling the size of its global team.
Global customers for its tech include the likes of 7-Eleven, Alaska Airlines, Carrefour, DPD, FedEx, Instacart, Johns Hopkins Hospital, La Poste, Levi Strauss & Co, Mount Sinai Hospital and Toyota — with the company touting “tens of billions of scans” per year on 100+ million active devices at this stage of its business.
It says the new funding will go on further pressing on the gas to grow in new markets, including APAC and Latin America, as well as building out its footprint and ops in North America and Europe. Also on the slate: Funding more R&D to devise new ways for enterprises to transform their core business processes using computer vision and AR.
The need for social distancing during the coronavirus pandemic has also accelerated demand for mobile computer vision on personal smart devices, according to Scandit, which says customers are looking for ways to enable more contactless interactions.
Another demand spike it’s seeing is coming from the pandemic-related boom in ‘Click & Collect’ retail and “millions” of extra home deliveries — something its tech is well positioned to cater to because its scanning apps support BYOD (bring your own device), rather than requiring proprietary hardware.
“COVID-19 has shone a spotlight on the need for rapid digital transformation in these uncertain times, and the need to blend the physical and digital plays a crucial role,” said CEO Samuel Mueller in a statement. “Our new funding makes it possible for us to help even more enterprises to quickly adapt to the new demand for ‘contactless business’, and be better positioned to succeed, whatever the new normal is.”
Also commenting on the funding in a supporting statement, Ben Kortlang, general partner at G2VP, added: “Scandit’s platform puts an enterprise-grade scanning solution in the pocket of every employee and customer without requiring legacy hardware. This bridge between the physical and digital worlds will be increasingly critical as the world accelerates its shift to online purchasing and delivery, distributed supply chains and cashierless retail.”
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Smart ring maker Motiv acquired by ‘digital identity’ company
We weren’t alone in being impressed by Motiv. The startup helped flip the script on wearables by essentially cramming a fitness tracker’s worth of technology into a ring. This week, San Francisco “digital identity” startup Proxy announced that it’s acquiring the company.
The company’s site is littered in buzzwords, but Proxy specializes in digital key cards — essentially providing a way to use digital devices like smartphones to access businesses and homes. An odd fit for a company that makes exercise rings, until you look at what Motiv’s been up to in recent years.
Among the additions to the tiny hardware platform are NFC payments, lost phone tracking and two-factor device authentication through gait monitoring. Whether or not Proxy ultimately has interest in manufacturing and selling a fitness ring, there’s plenty of underlying technology here that would be of interest to a digital identity company.
“The demand for our technology is only going to increase and we saw a clear path forward in the importance of validating one’s identity in both the physical and digital worlds,” Motiv said in a blog post. “Keys, access cards and passwords are rapidly being replaced with a biometric identity which provides greatly improved security and convenience.”
While the app will continue to be available for download (no word on how long it will continue to offer support), the deal marks the end of Motiv’s online sales, while partner retailers will burn through the rest of their stock.
Proxy, on the other hand, says it’s committed to the ring as the future of the wearables category. “With this acquisition, Proxy plans to bring digital identity signals to smart rings for the first time and revolutionize the way people use technology to interact with the world around them,” the company writes. “We believe it’s possible to ignite a paradigm shift in how people use wearables to interface with the physical world, so they can do and experience things they never have before.”
While compelling, the fitness ring hasn’t exactly taken the wearable category by storm in the past three years, as the space continues to be almost exclusively dominated by smartwatches and headphones. For those who still believe in the form factor, Motiv has had some competition recently from companies like Oura, a ring largely built around sleep tracking.
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WorldGaze uses smartphone cameras to help voice AIs cut to the chase
If you find voice assistants frustratingly dumb, you’re hardly alone. The much-hyped promise of AI-driven vocal convenience very quickly falls through the cracks of robotic pedantry.
A smart AI that has to come back again (and sometimes again) to ask for extra input to execute your request can seem especially dumb — when, for example, it doesn’t get that the most likely repair shop you’re asking about is not any one of them but the one you’re parked outside of right now.
Researchers at the Human-Computer Interaction Institute at Carnegie Mellon University, working with Gierad Laput, a machine learning engineer at Apple, have devised a demo software add-on for voice assistants that lets smartphone users boost the savvy of an on-device AI by giving it a helping hand — or rather a helping head.
The prototype system makes simultaneous use of a smartphone’s front and rear cameras to be able to locate the user’s head in physical space, and more specifically within the immediate surroundings — which are parsed to identify objects in the vicinity using computer vision technology.
The user is then able to use their head as a pointer to direct their gaze at whatever they’re talking about — i.e. “that garage” — wordlessly filling in contextual gaps in the AI’s understanding in a way the researchers contend is more natural.
So, instead of needing to talk like a robot in order to tap the utility of a voice AI, you can sound a bit more, well, human. Asking stuff like “‘Siri, when does that Starbucks close?” Or — in a retail setting — “are there other color options for that sofa?” Or asking for an instant price comparison between “this chair and that one.” Or for a lamp to be added to your wish-list.
In a home/office scenario, the system could also let the user remotely control a variety of devices within their field of vision — without needing to be hyper-specific about it. Instead they could just look toward the smart TV or thermostat and speak the required volume/temperature adjustment.
The team has put together a demo video (below) showing the prototype — which they’ve called WorldGaze — in action. “We use the iPhone’s front-facing camera to track the head in 3D, including its direction vector. Because the geometry of the front and back cameras are known, we can raycast the head vector into the world as seen by the rear-facing camera,” they explain in the video.
“This allows the user to intuitively define an object or region of interest using the head gaze. Voice assistants can then use this contextual information to make enquiries that are more precise and natural.”
In a research paper presenting the prototype they also suggest it could be used to “help to socialize mobile AR experiences, currently typified by people walking down the street looking down at their devices.”
Asked to expand on this, CMU researcher Chris Harrison told TechCrunch: “People are always walking and looking down at their phones, which isn’t very social. They aren’t engaging with other people, or even looking at the beautiful world around them. With something like WorldGaze, people can look out into the world, but still ask questions to their smartphone. If I’m walking down the street, I can inquire and listen about restaurant reviews or add things to my shopping list without having to look down at my phone. But the phone still has all the smarts. I don’t have to buy something extra or special.”
In the paper they note there is a long body of research related to tracking users’ gaze for interactive purposes — but a key aim of their work here was to develop “a functional, real-time prototype, constraining ourselves to hardware found on commodity smartphones.” (Although the rear camera’s field of view is one potential limitation they discuss, including suggesting a partial workaround for any hardware that falls short.)
“Although WorldGaze could be launched as a standalone application, we believe it is more likely for WorldGaze to be integrated as a background service that wakes upon a voice assistant trigger (e.g., ‘Hey Siri’),” they also write. “Although opening both cameras and performing computer vision processing is energy consumptive, the duty cycle would be so low as to not significantly impact battery life of today’s smartphones. It may even be that only a single frame is needed from both cameras, after which they can turn back off (WorldGaze startup time is 7 sec). Using bench equipment, we estimated power consumption at ~0.1 mWh per inquiry.”
Of course there’s still something a bit awkward about a human holding a screen up in front of their face and talking to it — but Harrison confirms the software could work just as easily hands-free on a pair of smart spectacles.
“Both are possible,” he told us. “We choose to focus on smartphones simply because everyone has one (and WorldGaze could literally be a software update), while almost no one has AR glasses (yet). But the premise of using where you are looking to supercharge voice assistants applies to both.”
“Increasingly, AR glasses include sensors to track gaze location (e.g., Magic Leap, which uses it for focusing reasons), so in that case, one only needs outwards facing cameras,” he added.
Taking a further leap it’s possible to imagine such a system being combined with facial recognition technology — to allow a smart spec-wearer to quietly tip their head and ask “who’s that?” — assuming the necessary facial data was legally available in the AI’s memory banks.
Features such as “add to contacts” or “when did we last meet” could then be unlocked to augment a networking or socializing experience. Although, at this point, the privacy implications of unleashing such a system into the real world look rather more challenging than stitching together the engineering. (See, for example, Apple banning Clearview AI’s app for violating its rules.)
“There would have to be a level of security and permissions to go along with this, and it’s not something we are contemplating right now, but it’s an interesting (and potentially scary idea),” agrees Harrison when we ask about such a possibility.
The team was due to present the research at ACM CHI — but the conference was canceled due to the coronavirus.
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Estimote launches wearables for workplace-level contact tracing for COVID-19
Bluetooth location beacon startup Estimote has adapted its technological expertise to develop a new product designed specifically for curbing the spread of COVID-19. The company created a new range of wearable devices that co-founder Steve Cheney believes can enhance workplace safety for those who have to be co-located at a physical workplace even while social distancing and physical isolation measures are in place.
The devices, called simply the “Proof of Health” wearables, aim to provide contact tracing — in other words, monitoring the potential spread of the coronavirus from person-to-person — at the level of a local workplace facility. The intention is to give employers a way to hopefully maintain a pulse on any possible transmission among their workforces and provide them with the ability to hopefully curtail any local spread before it becomes an outsized risk.
The hardware includes passive GPS location tracking, as well as proximity sensors powered by Bluetooth and ultra-wide-band radio connectivity, a rechargeable battery and built-in LTE. It also includes a manual control to change a wearer’s health status, recording states like certified health, symptomatic and verified infected. When a user updates their state to indicate possible or verified infection, that updates others they’ve been in contact with based on proximity and location-data history. This information is also stored in a health dashboard that provides detailed logs of possible contacts for centralized management. That’s designed for internal use within an organization for now, but Cheney tells me he’s working now to see if there might be a way to collaborate with WHO or other external health organizations to potentially leverage the information for tracing across enterprises and populations, too.
These are intended to come in a number of different form factors: the pebble-like version that exists today, which can be clipped to a lanyard for wearing and displaying around a person’s neck; a wrist-worn version with an integrated adjustable strap; and a card format that’s more compact for carrying and could work alongside traditional security badges often used for facility access control. The pebble-like design is already in production and 2,000 will be deployed now, with a plan to ramp production for as many as 10,000 more in the near future using the company’s Poland-based manufacturing resources.
Estimote has been building programmable sensor tech for enterprises for nearly a decade and has worked with large global companies, including Apple and Amazon . Cheney tells me that he quickly recognized the need for the application of this technology to the unique problems presented by the pandemic, but Estimote was already 18 months into developing it for other uses, including in hospitality industries for employee safety/panic button deployment.
“This stack has been in full production for 18 months,” he said via message. “We can program all wearables remotely (they’re LTE connected). Say a factory deploys this — we write an app to the wearable remotely. This is programmable IoT.
“Who knew the virus would require proof of health vis-a-vis location diagnostics tech,” he added.
Many have proposed technology-based solutions for contact tracing, including leveraging existing data gathered by smartphones and consumer applications to chart transmission. But those efforts also have considerable privacy implications, and require use of a smartphone — something Cheney says isn’t really viable for accurate workplace tracking in high-traffic environments. By creating a dedicated wearable, Cheney says that Estimote can help employers avoid doing something “invasive” with their workforce, since it’s instead tied to a fit-for-purpose device with data shared only with their employers, and it’s in a form factor they can remove and have some control over. Mobile devices also can’t do nearly as fine-grained tracking with indoor environments as dedicated hardware can manage, he says.
And contact tracing at this hyperlocal level won’t necessarily just provide employers with early warning signs for curbing the spread earlier and more thoroughly than they would otherwise. In fact, larger-scale contact tracing fed by sensor data could inform new and improved strategies for COVID-19 response.
“Typically, contact tracing relies on the memory of individuals, or some high-level assumptions (for example, the shift someone worked),” said Brianna Vechhio-Pagán of John Hopkins University’s Applied Physics Lab via a statement. “New technologies can now track interactions within a transmissible, or ~6-foot range, thus reducing the error introduced by other methods. By combining very dense contact tracing data from Bluetooth and UWB signals with information about infection status and symptoms, we may discover new and improved ways to keep patients and staff safe.”
With the ultimate duration of measures like physical distancing essentially up-in-the-air, and some predictions indicating they’ll continue for many months, even if they vary in terms of severity, solutions like Estimote’s could become essential to keeping essential services and businesses operating while also doing the utmost to protect the health and safety of the workers incurring those risks. More far-reaching measures might be needed, too, including general-public-connected, contact-tracing programs, and efforts like this one should help inform the design and development of those.
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Desperate to exit, a $10B price tag for Magic Leap is crazy
Augmented reality headset maker Magic Leap has struggled with the laws of physics and failed to get to market. Now it’s seeking an acquirer, but talks with Facebook and medical goods giant Johnson & Johnson led nowhere according to a new report from Bloomberg’s Ed Hammond.
After raising over $2 billion and being valued between $6 billion and $8 billion back when it still had momentum, Hammond writes that “Magic Leap could fetch more than $10 billion if it pursues a sale” according to his sources. That price seems ridiculous. It’s the kind of number a prideful company might strategically leak in hopes of drumming up acquisition interest, even at a lower price.
Startups have been getting their valuations chopped when they go public. The whole economy is hurting due to coronavirus. Augmented Reality seems less interesting than virtual reality with people avoiding public places. Getting people to strap used AR hardware to their face for demos seems like a tough sell for the forseeable future.
No one has proven a killer consumer use case for augmented reality eyewear that warrants an expensive and awkward-to-wear gadget. Our phones can already deliver plenty of AR’s value while letting you take selfies and do video chat that headsets can’t. My experiences with Magic Leap at Sundance Film Festival last year were laughably disappointing, with its clunky hardware, ghostly projections, and narrow field of view.
Apple and Facebook are throwing the enduring profits of iPhones and the News Feed into building a better consumer headset. Snapchat has built intermediary glasses since CEO Evan Spiegel thinks it will be a decade before AR headsets see mainstream adoption. AR rivals like Microsoft have better enterprise experience, connections, and distribution. Enterprise AR startup Daqri crashed and burned.
Magic Leap’s CEO said he wanted to sell 1 million of its $2300 headset in its first year, then projected it would sell 100,000 headsets, but only moved 6,000 in the first six months, according to a daming report from The Information’s Alex Heath. Alphabet CEO Sundar Pichai left Magic Leap’s board despite Google leading a $514 million funding round for the startup in 2014. Business Insider’s Steven Tweedie and Kevin Webb revealed CFO Scott Henry and SVP of creative strategy John Gaeta bailed in November. The company suffered dozens of layoffs. It lost a $500 million contract to Microsoft last year. The CEOs of Apple, Google, and Facebook visited Magic Leap headquarters in 2016 to explore an acquisition deal, but no offers emerged.
Is AR eyewear part of the future? Almost surely. And is this startup valuable? Certainly somewhat. But Magic Leap may prove to be too little too early for a company burning cash by the hundreds of millions in a market newly fixated on efficiency. A $10 billion price tag would require one of the world’s biggest corporations to believe Magic Leap has irreplicable talent and technology that will earn them a fortune in the somewhat distant future.
The fact that Facebook, which does not shy from tall acquisition prices, didn’t want to buy Magic Leap is telling. This isn’t a product with hundreds of millions of users or fast-ramping revenue. It’s a gamble on vision and timing that looks to be coming up snake eyes. It’s unclear when the startup would ever be able to deliver on its renderings of flying whales and living room dinosaurs in a form factor people actually want to wear.
One of Magic Leap’s early renderings of what it could supposedly do
With all their money and plenty of time before widespread demand for AR headsets materializes, potential acquirers could likely hire away the talent and make up the development time in cheaper ways than buying Magic Leap. If someone acquires them for too much, it feels like a write-off waiting to happen.
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All the startups threatened by iOS 14’s new features
Fitness, wallpaper, and lost item-finding startups could have a big new competitor baked into everyone’s iPhones. Leaks of the code from iOS 14 that Apple is expected to reveal in June signal several new features and devices are on the way. Startups could be at risk due to Apple’s ability to integrate these additions at the iOS level, instantly gain an enormous install base and offer them for free or cheap, as long as they boost sales of its main money maker, the iPhone.
It’s unclear if all of these fresh finds will actually get official unveiling in June versus further down the line. But here’s a breakdown of what the iOS 14 code obtained by 9To5Mac’s Chance Miller shows and which startups could be impacted by Apple barging into their businesses:
Fitness – Codename: Seymour
Apple appears to be preparing a workout guide app for iOS, WatchOS and Apple TV that would let users download instructional video clips for doing different exercises. The app could potentially be called Fit or Fitness, according to MacRumors‘ Juli Clover, and offer help with stretching, core training, strength training, running, cycling, rowing, outdoor walking, dance and yoga. The Apple Watch appears to help track your progress through the workout routines.
Icons for Apple’s fitness feature from the iOS 14 code
The iOS Health app is already a popular way to track steps and other fitness goals. By using Health to personalize or promote a new Fitness feature, Apple has an easy path to a huge user base. Many people are afraid of weight and strength training because there’s a lot to learn about having proper form to avoid injury or embarrassment. Visual guides with videos shot from multiple angles could make sure you’re doing those pushups or bicep curls correctly.
Apple’s entrance into fitness could endanger startups like Future, which offer customized workout routines with video clips demonstrating how to do each exercise. The $11.5 million-funded Future actually sends you an Apple Watch with its $150 per month service to track your progress while using visuals, sounds and vibrations to tell you when to switch exercises without having to look at your phone. By removing Future’s human personal trainers that text to nag you if you don’t work out, Apple could offer a simplified version of this startup’s app for free.
Apple Fitness could be even more trouble for less premium apps like Sweat and Sworkit that provide basic visual guidance for workouts, or Aaptiv that’s restricted to just audio cues. Hardware startups like Peloton, which offers off-bike Beyond the Ride workouts with live or on-demand class, and Tempo’s giant 3D-sensing in-home screen for weight lifting, could also find casual customers picked off by a free or cheap alternative from Apple.
There’s no code indicating a payment mechanism, so Apple Fitness could be free. But it’s also easy to imagine Apple layering on a premium feature like remote personal training assistance from human experts or a wider array of exercises for a fee, tying into its increasing focus on services revenue.
Wallpapers – access for third-parties
The iPhone’s current wallpaper selector
In iOS 14, it appears that Apple will offer new categorizations for wallpapers beyond the existing Dynamic (slowly shifting), Still and Live (move when touched) options. Apple’s always only offered a few native wallpapers plus the option to pull one from your camera roll. But the iOS 14 code suggests Apple may open this up to third-party providers.
A wallpaper “store” could be both a blessing and a curse for entrepreneurs in the space. It could endanger sites and apps like Vellum, Unsplash, Clarity, WLPPR and Walli that aggregate wallpapers for browsing, purchase or download. Instead, Apple could make itself the ultimate aggregator by being built directly into the wallpaper settings. But for creators of beautiful wallpaper images, iOS 14 could potentially offer a new distribution method where their collections could be available straight from where users install their phone backgrounds.
The big question will be whether Apple merely works with a few providers to add wallpaper packs for free, does financially backed deals to bring in providers or creates a full-blown marketplace for wallpapers where creators can sell their imagery like developers do apps. By turning this formerly free feature into a marketplace, Apple could also start earning a cut of sales to add to its services revenue.
AirTags – find your stuff
Apple appears to be getting closer to launching its long-awaited AirTags, based on iOS 14 code snippets. These small tracking tags could be attached to your wallet, keys, gadgets or other important or easily lost items, and then located using the iOS Find My app. AirTags may be powered by removable coin-shaped batteries, according to MacRumors.
Native integration with iOS could make AirTags super-easy to set up. They also could benefit from the ubiquity of Apple devices, as the company could let the crowd help find your stuff by allowing AirTags to piggyback on the connectivity of any of its phones, tablets or laptops to send you the missing item’s coordinates.
Most obviously, AirTags could become a powerful competitor to the vertical’s long-standing frontrunner, Tile. The $104 million-funded startup sells $20 to $35 tracking tags that locate devices from 150 to 400 feet away. It also sells a $30 per year subscription for free battery replacements and 30-day location history. Other players in the space include Chipolo, Orbit and MYNT.
But as we saw with the launch of AirPods, Apple’s design expertise and native iOS integrations can allow its products to leapfrog what’s in the market. If AirTags get proprietary access to the iPhone’s Bluetooth and other connectivity hardware, and if they’re quicker to set up, Apple fans might jump from startups to these new devices. Apple also could develop a similar premium subscription for battery or full AirTag replacements, as well as bonus tracking features.
Augmented reality scanning – Codename: Gobi
iOS 14 includes code for a new augmented reality feature that lets users scan places or potentially items in the real world to pull up helpful information. The code indicates Apple is testing the feature, codenamed Gobi, at Apple Stores and Starbucks to let users see product, pricing and comparison info, according to 9To5Mac’s Benjamin Mayo. Gobi can recognize QR-style codes for specific locations like a certain shop, triggering a companion augmented reality experience.
It appears that an SDK would allow partners to build their own AR offerings and generate the QR codes that initiate them. Eventually, these capabilities could be extended from Apple’s mobile devices to the AR headset it’s working on so you’d instantly get a heads-up display of information when you entered the right place.
Apple moving to power lighter-weight AR experiences rather than just offering the AR Kit infrastructure for developers to build full-fledged apps could create competition for a range of startups and other tech giants. The whole point of augmented reality is that it’s convenient to explore hidden experiences in the real world, which is defeated if users have to know to download and then wait to install a different app for every place or product. Creating a central AR app for simpler experiences that load instantly could speed up adoption.
Snapchat’s Scan AR platform
Startups like Blippar have been working on AR scanning for years in hopes of making consumer packaged goods or retail locations come alive. But again, the need to download a separate app and remember to use it has kept these experiences out of the mainstream. Snapchat’s Scan platform can similarly trigger AR effects based on specific items from a more popular app. And teasers of Facebook and Google’s eventual augmented reality hardware and software hinge on adding utility to every day life.
If Apple can build this technology into everyone’s iPhone cameras, it could surmount one of AR’s biggest distribution challenges. That might help it build out a developer ecosystem and train customers to seek out AR so they’re all ready when its AR glasses finally arrive.
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Immutouch wristband buzzes to stop you touching your face
In the age of coronavirus, we all have to resist the urge to touch our faces. It’s how the virus can travel from doorknobs or other objects to your mucus membranes and get you sick. Luckily, a startup called Slightly Robot had already developed a wristband to stop another type of harmful touching — trichotillomania, a disorder that compels people to pull out their hair.
So over the last week, Slightly Robot redesigned their wearable as the Immutouch, a wristband that vibrates if you touch your face. Its accelerometer senses your hand movement 10 times per second. Based on calibrations the Immutouch takes when you set it up, it then buzzes when you touch or come close to touching your eyes, nose, or mouth. A companion app helps you track your progress as you try to keep your dirty mitts down.
The goal is to develop a Pavlovian response whereby when you get the urge to touch your face, you don’t in order to avoid the buzzing sensation. Your brain internalizes the negative feedback of the vibration, training you with aversive conditioning to ignore the desire to scratch yourself.
“A problem the size of COVID-19 requires everyone to do their part, large or small,” says Slightly Robot co-founder Matthew Toles. “The three of us happened to be uniquely well equipped to tackle this one task and felt it was our duty to at least try.”
The Immutouch wristbands go on sale today for $50 each and they’re ready for immediate shipping. You can wear it on your dominant hand that you’re more likely to touch your face with, or get one for each arm to maximize the deterrent.
“We’re not looking to make money on this. We are selling each unit nearly at cost, accounting for cost of materials, fabrication, assembly, and handling” co-founder Justin Ith insists. Unlike a venture-backed startup beholden to generating returns for investors, Slightly Robot was funded through a small grant from the University of Washington in 2016 and bootstrapped since.
Slightly Robot and Immutouch co-founders (from left): Joseph Toles, Justin Ith, and Matthew Toles
“We built Immutouch because we knew we could do it quickly, therefore we had the obligation to. We all live in Seattle and we see our communities reacting to this outbreak with deep concern and fear” Slightly Robot co-founder Justin Ith tells me. “My father has an autoimmune disease that requires him to take immunosuppressant medication. Being in his late 60’s with a compromised immune system, I’m trying my best to keep the communities around him and my family clean and safe.”
How to calibrate the Immutouch wristband
Based on a study using wearable warning devices to deter sufferers of trichotillomania from ripping out their hair, Immutouch could potentially be effective. University Of Michigan researchers found the vibrations reduced long and short-term hair pulling. Ith admits you have to actually heed the warnings and not itch to instill the right habit, and it doesn’t work while you’re lying down. The Immutouch stops short of electrically shocking you like the older gadget called Pavlok that’s designed to help people quit smoking or opening Facebook.
Perhaps smartwatch makers like Apple could develop cheap or free apps to let users train themselves using hardware they already own. But until then, Ith hopes that Immutouch can gain some initial traction so “we can order larger quantities, reduce the price, and make it more accessible.”
Modern technologies like Twitter for rapidly sharing information could encourage people to take the right cautionary measures like 20-second handwashing to slow the spread of coronavirus. But having phones we constantly touch — before, during, and after we use the restroom — and then press against our faces could create a vector for infection absent from pandemics of past centuries. That’s why everyone needs to do their part to smooth out the spike of sickness so our health systems aren’t overrun.
Ith concludes, “Outbreaks like this remind us how we each individually affect the broader community and have a responsibility to not be carriers.”
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