• Apple: Apple's spatial computing features have been integrated over time, culminating in technologies that enhance real-world and digital interactions. These include GPS functionality, ARKit for augmented reality, the U1 chip using ultra-wideband (UWB) for precise spatial awareness, LiDAR sensors for depth perception, and continuous enhancements in Apple Maps for detailed spatial data. Apple is leveraging its Vision Pro headset, equipped with VisionOS and various developer tools, to pioneer new experiences in augmented reality (AR) and virtual reality (VR). Their approach is marked by a mix of high-end hardware offerings and a software ecosystem designed to foster app development and create immersive user experiences. Similar to its strategy with previous products, Apple is taking a controlled approach with its Vision Pro headset, maintaining strict control over the hardware and the ecosystem.
• Meta: Meta has continued to invest heavily in XR, releasing products like the Quest 3 headset and Ray-Ban Meta smart glasses. Meta's strategy has evolved to a more open ecosystem, allowing third-party hardware integration and expanding the utility of its platforms. This shift is part of Meta's broader goal to bridge its social media base with more extensive XR functionalities.
• Google: While Google's involvement in XR has been more subdued following the discontinuation of Daydream and Glass, they continue to impact the spatial computing space through products like ARCore and Earth Engine. Google's potential collaboration with Samsung on new XR headsets could further leverage ARCore's capabilities, enhancing their competitive stance in the XR market by creating more sophisticated and integrated AR experiences.
• Nvidia: NVIDIA is strategically expanding its presence in the XR sector with its Omniverse platform, which connects 3D applications through the cloud using NVIDIA GPUs. This enables remote collaboration in both 2D and 3D, positioning NVIDIA as a central hub for XR software usage across various industries. The platform leverages the USD file format to facilitate interoperability among different applications, emphasizing NVIDIA’s commitment to using open standards to enhance its dominance in professional graphics and extend its capabilities into AR and VR.
• Microsoft: Microsoft has scaled back its XR ambitions, focusing now on integrating its software offerings with other platforms' hardware. This includes bringing its Microsoft 365 suite to headsets like the Meta Quest 3 and Apple's Vision Pro, moving away from direct competition in the hardware space. In the meanwhile, Microsoft continueously targets business applications with its HoloLens 2, positioning it primarily as an enterprise solution rather than a consumer product.