By Dan Moren for Macworld

January 11, 2021 5:29 AM PT

Apple gets ready for a new reality

I think we can all agree that there are times when the current reality could be a little…better.

For several years, Apple has talked up the potential of the augmented reality space, and more recently, there have been rumors that the company is getting ready to take those ambitions to the next level by releasing a product focused on augmented reality, virtual reality—or possibly both.

But Apple isn’t one to take on projects casually: despite the multitude of calls for Apple to enter this market or that, the company tends to be very conservative in what projects actually make it through the extensive gauntlet to become shipping products. As Steve Jobs once said, “innovation is saying no to 1,000 things.”

If Apple truly is ready to take the plunge into this new product area—which reports are now suggesting could happen sooner rather than later—then that’s because the company believes that it’s figured out how to bring the combined might of its hardware, software, and services to bear on a type of device that no company has cracked quite yet. Which raises the question: what the heck is this thing?

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