However, that might change if the tech becomes ubiquitous. Other software companies -- Microsoft Corp., Facebook Inc. and Snap Inc. -- are investing heavily in augmented and virtual reality. Apple Inc. hasn’t revealed any plans for AR, but Chief Executive Officer Tim Cook has touted the technology publicly multiple times. It’s unlikely Apple would allow Google’s Tango to operate on its iPhones.
E-commerce giant Amazon.com Inc. is certainly thinking about virtual reality shopping too, said Chute, the IDC analyst.
All these companies, however, must grapple with the dual challenge of mastering the necessary tech and, more critically, finding an actual market.
“Hardware ain’t easy,” Chute said. “What works in a closed environment, in (Silicon) Valley, doesn’t necessarily work in the real world.”
This article was provided by Bloomberg News.