iPhone X’s impact on augmented reality


Apple have unveiled their latest iPhone models, X and 8, which have been described by its creators as “the biggest leap forward since the original”. iPhone X features include edge-to-edge screen, processing power that can handle scene recognition with real-time lighting estimation and TrueDepth camera which delivers the highest video capture ever in a smartphone.

Our take

Several months ago Apple revealed ARKit – a toolkit for building augmented reality applications. With ARKit, higher processing power and exceptional video capture capabilities of the iPhone X, we could be facing the reality of AR becoming mainstream for brands and more importantly accessible for users. Once AR is mainstream, brands will be able to use it in a way that is unique to them and bespoke to the user.
Click the links to recent innovative AR applications in retail and in-stadium engagement.

Stephen Coghlan

What’s The Wrap?

The Wrap is a fortnightly review of the latest trends and technologies from around the globe.

In a constantly evolving marketplace, we identify the best new technologies, campaigns and consumer behaviours and cast The Media Store lens over their practical application and efficacy, to ensure we and our clients remain at the forefront of the news.