Magic Leap Is Remaking Itself as an Ordinary Company (With a Real Augmented-Reality Product) | WIRED


20 bookmarks. First posted by aebraddy august 2018.


In the future, Abovitz hopes that developers programming for Magic Leap will be able to have their creations rendered on multiple operating systems. That T. rex…
from instapaper
august 2018 by sevas
Jessi Hempel has been to visit Magic Leap (which has been given $2.3bn in venture funding) multiple times. Now it's selling $2,295 AR headsets to developers:
<p>The Icelandic band Sigur Rós worked with Magic Leap to build an <a href="https://www.facebook.com/sigurros/videos/sigur-rós-magic-leap/10156068730479124/">electrifyingly beautiful visual sound experience</a>. But Magic Leap has also provided a way for developers to input a tiny snippet of code into their existing projects and refer to 3-D models to render web pages in 3-D in Magic Leap’s Helio browser. So, you can open a demo of The New York Times in Magic Leap’s Helio browser, just as you might on your desktop. But by adding a small snippet of code that renders a 3-D model, The New York Times can also show you a news photo rendered in 3-D so you can more closely explore it.

In seeding developers, Magic Leap is attempting to steer the design direction of its technology. Sure, 40% of the developers who received the goggles early are focused on gaming and entertainment, use cases that have been the company’s mainstay. But Magic Leap has also developed tools for corporate communication (Imagine Zoom, but if your entire conference party were avatars sitting around a digital conference table.) Roughly 10% of the company’s existing developers come from healthcare and medical imaging, which isn’t surprising given Abovitz’s background.</p>


I suspect the gaming thing will go nowhere: who's going to spend $2,295 on AR glasses for gaming? Even if the price halves, that's still $1,000. The market would be tiny.

I predict that in 18 months' time or so Magic Leap will pivot to industrial and commercial applications: there, you aren't asking consumers to spend huge sums of money. You get the company to pay.
magicleap  augmentedreality 
august 2018 by charlesarthur
In the fall of 2014, when Magic Leap’s entire staff could still fit inside his conference room, and demos were run on a refrigerator-sized metal block nicknamed the Beast , Google led a $542 million series B investment. ” and cry “Believe It or not, Magic Leap Says Its Headset Will Ship ‘This Summer.’” As Jono MacDougall, developer and author of the blog GPU of the Brain , wrote, “It makes us feel like they are in a secret club and they won’t invite us in. Sam Miller, the baby-faced former NASA engineer who says he stayed up all night the first time he met Abovitz to brainstorm how Magic Leap might work, stood along the side wall, watching, trying to locate the problem. The Apple blogger John Gruber called the promo disappointing, saying, “I’ve long been suspicious that the reason Magic Leap is so secretive about their actual technology is that it’s nowhere close to what they promised in their concept videos. Maybe he’s right—that all the hype and marketing belies the fact that Magic Leap is just a sort of normal tech company, applying money and talent in equal measure in pursuit of what is, they hope, a big enough idea.
august 2018 by sechilds
I remember all that hype they led with. Well, they're still around anyway
AR  from twitter
august 2018 by milkfish
Over the past few years, onetime supporters have grown skeptical of Magic Leap’s mythical augmented-reality product. Now that it has released a headset, the…
from instapaper
august 2018 by cspathis
It’s nearly 11 pm on a Monday in late July, and we are in the back room of an Italian restaurant not far from the Fort Lauderdale beach. It’s a place he often takes visitors who make the trek from Los Angeles or San Francisco to Mickey Mouse’s Florida homeland for a demo. via Pocket
IFTTT  Pocket 
august 2018 by hansdorsch
i wonder what percentage of New Wired will end up being walk-backs of Previous Wired covers
from twitter_favs
august 2018 by maura
In retrospect, Magic Leap CEO Rony Abovitz realizes that all the hype was a big mistake. “I think we were arrogant,” he says. It’s nearly 11 pm on a Monday in…
from instapaper
august 2018 by amorton
Interview with Magic Leap CEO Rony Abovitz as its AR headset launches, on the company's over-hyped marketing, developing for the headset, and more
august 2018 by joeo10
In retrospect, Magic Leap CEO Rony Abovitz realizes that all the hype was a big mistake. “I think we were arrogant,” he says. It’s nearly 11 pm on a Monday…
from instapaper
august 2018 by dorianj
In retrospect, Magic Leap CEO Rony Abovitz realizes that all the hype was a big mistake. “I think we were arrogant,” he says. It’s nearly 11 pm on a Monday in…
from instapaper
august 2018 by stevenbedrick
In retrospect, Magic Leap CEO Rony Abovitz realizes that all the hype was a big mistake. “I think we were arrogant,” he says. It’s nearly 11 pm on a Monday…
from instapaper
august 2018 by nimprojects
In retrospect, Magic Leap CEO Rony Abovitz realizes that all the hype was a big mistake. “I think we were arrogant,” he says. It’s nearly 11 pm on a Monday night in late July, and we are in the back room of an Italian restaurant not far from the Fort Lauderdale beach.
IFTTT  pocket 
august 2018 by mattriffle
« Yeah, that sounds like something that will scale well. »
from twitter
august 2018 by edelagrave
from Daring Fireball

Jessi Hempel, writing for Wired:

In retrospect, Magic Leap CEO Rony Abovitz realizes that all the hype was a big mistake. “I think we were arrogant,” he says.

You don’t fucking say.

The problem, we figured out, was the fit. Each set of goggles comes with five nose pieces and the ability to add prescription lenses. Magic Leap’s experience is so closely linked to a person’s physiology, these goggles will need to fit perfectly to work. This is a challenge for a company trying to introduce a new type of tech. So, Magic Leap has contracted with former Apple executive Ron Johnson’s startup, Enjoy, which sends customer service people to deliver new tech gadgets and help users set them up. Enjoy representatives will deliver every Magic Leap headset, fit it, and provide a tutorial on how it works.

Yeah, that sounds like something that will scale well.

 ★ 
ifttt  daringfireball 
august 2018 by josephschmitt
Jessi Hempel, writing for Wired:

In retrospect, Magic Leap CEO Rony Abovitz realizes that all the hype was a big mistake. “I think we were arrogant,” he says.

You don’t fucking say.

The problem, we figured out, was the fit. Each set of goggles comes with five nose pieces and the ability to add prescription lenses. Magic Leap’s experience is so closely linked to a person’s physiology, these goggles will need to fit perfectly to work. This is a challenge for a company trying to introduce a new type of tech. So, Magic Leap has contracted with former Apple executive Ron Johnson’s startup, Enjoy, which sends customer service people to deliver new tech gadgets and help users set them up. Enjoy representatives will deliver every Magic Leap headset, fit it, and provide a tutorial on how it works.

Yeah, that sounds like something that will scale well.

 ★ 
via:daringfireball 
august 2018 by rufous
In retrospect, Magic Leap CEO Rony Abovitz realizes that all the hype was a big mistake. “I think we were arrogant,” he says. It’s nearly 11 pm on a Monday night in late July, and we are in the back room of an Italian restaurant not far from the Fort Lauderdale beach. via Pocket
IFTTT  Pocket  instapaper 
august 2018 by drewcaldwell