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Microsoft's Next HoloLens Close to Arriving, Apple Prepares for Big AR Marketing Push Next Reality



The hype around augmented reality has risen to a fever pitch over the past two years, and if this week's selection of business news stories are any indication, the din is about to get down right deafening.

That's because the Microsoft's Follow-up to the original HoloLens is almost certainly right around the corner. And Apple's marketing machine just made a big move that potentially sets the stage for a big AR product reveal in the near future.

In terms of current technology, Nike continues to drive to the basket with AR marketing via Snapchat. And one medical software company just persuaded investors to back its AR platform for surgeons via the current-generation HoloLens.

Microsoft's Kipman Teases HoloLens 2 Launch at MWC

or Microsoft's HoloLens 2, then the caretakers or that imaginary clock would move the minute to "one minute to midnight."

On Monday, Alex Kipman, Microsoft's technical fellow in charge of the HoloLens (and NR30 member), published a teaser video for the company's media event at Mobile World Congress Barcelona on Feb. 24.

Continue reading to find out why the video, and Kipman's more presence at the event, raises the certainty that the new version of HoloLens will be unveiled later this month …

REALITY BITES: Facebook appears to be scaling up its workforce for augmented reality and virtual reality development. Jon Lax, director of product design for AR / VR at Facebook, advertised his openings for design leaders and designers at Menlo Park, Seattle, and Los Angeles via Twitter. His DMs are open, so you can slide right in with a resume. But if Mark Zuckerberg had his way, he would just buy another company to establish an AR / VR development ecosystem. According to memo in previous years, the Facebook founder had his eye on acquiring Unity to help establish a full stack of AR / VR software and hardware. But if Zuckerberg wants to buy Unity, it may have a diminished war on the acquisition of multi-billion dollar fine from the Federal Trade Commission gets handed down.

Apple Moves iPhone Marketing Maverick to AR Products

While Apple augmented reality smartglasses are not yet official, the tech giant is ramping up its resources by appointing company veteran Frank Casanova to promote its augmented reality offerings.

Casanova has worked at Apple for about 30 years, most recently as the leader for marketing iPhones with wireless carriers. She was not part of the team that launched the original iPhone, and contributed to marketing Apple's audio and video products, such as Quicktime.

Read further to learn what Casanova's AR product means appointment for Apple's pushing strategy the technology to consumers …

REALITY BITES: AR Cloud startup Ubiquity6 pulled off a big hiring coup by poaching a Magic Leap employee. The company welcomed Ann-Marie Harbor as its head of studio. She spent five years at Magic Leap, most recently serving as her leader of strategic content partnerships.

Snapchat & Nike Look to Score Again with Lens Studio Promotion for Jordan Brand

Nike and Snapchat, having already reigned with his viral augmented reality ad featuring Lebron James, are teaming up with another basketball legend at NBA All-Star Weekend.

This year's site for the league's annual star Charlotte Jordan, the current home of Charlotte Hornets owner and perhaps the greatest basketball player of all time, Michael Jordan.

Learn more about the All-Star Weekend promotion and what it says about Snap's Lens Studio platform …

Images by Tommy Palladino / Next Reality

REALITY BITES: Another AR Cloud startup, 6D.ai, shared an amazing demo [19459022[http://wwwcnhcorg/]

Medivis Brings in $ 2.3 Million in Funding for HoloLens Surgical $ 2.3 Million in Funding for HoloLens Surgical App

The HoloLens has made enough of an impact on the healthcare industry for Microsoft technology partner Medivis to convince investors to pledge $ 2.3 million in funding for its surgical platform.

On Tuesday, along with closing its seed funding round, the company unveiled its SurgicalAR software for HoloLens at the Healthcare Information and Management Systems Society (HIMSS) conference in Orlando, Florida. The platform will be on display at the Microsoft booth until the conference's conclusion on Friday.

Keep reading to find out more about Medivis' platform and what it and other HoloLens healthcare apps mean for Microsoft's AR future in the industry and in other verticals …

Cover image via Anton Gvozdikov / 123rf


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