Apple CEO Tim Cook shows off the new iPhone X at the Steve Jobs Theater on the new Apple campus. (AP Photo/Marcio Jose Sanchez)
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Apple has not been slow to realise AR's possible impact.Facebook has its "camera effects platform", and developers scrambled to add AR features.Digi-Capital, an adviser on AR, says the AR market might grow from tens of millions of users and $1.2bn in revenues last year to more than 1bn users and $83bn by 2021 . This week's iPhone launch was billed as the next step in AR's march.Enthusiasm for AR in the developer community is strong. Vuforia has been used in 45,000 apps cumulatively over six years, but over the past month alone, another 45,000 new projects are in development using its AR technology.Although the latest iPhone contains an array of optical sensors that would have cost thousands of dollars just a few years ago, most mobile AR use standard-issue smartphone cameras.Until that changes, AR apps may struggle to escape the novelty factor.
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