Even when Apple telegraphs its equipment strategy, it’s proving to be nearly impossible for startups to beat them.
The company’s execs have been motioning interest in following their runaway success on portable with sizable investments in augmented actuality, something that has led to the rise of dozens of venture-backed startups hoping to beat Apple to the swipe by establishing their own AR headsets.
In 2019, this vision crumbled for some of the most conspicuous AR startups as world proved less predictable than ministerials at these startups had imagined. A trio of shutdowns this year drew the spring induce — overreach, enclose by high-pitched flame paces and an overly optimistic attitude toward respective application ecosystems taking off.
My prediction earlier this year of a rough 2019 is exactly what happened.
At the beginning of the year, I reported on the collapse of Osterhout Design Group. The augmented world startup was an early explorer in the AR space that profited on industry exhilaration to raise a $58 million Series A in 2016. Following that develop, the company overreached, expanding its product lines even as it failed to squash manufacturing glitches in its current generation products.
“That’s a little bit the story of ODG and Ralph, in general: everything is a prototype , nothing is finished, and before one thing is 60 percent done, you’re already onto the next one, ” a former employee told TechCrunch at the time. “I think the heart of ODG’s downfall was its lack of focus.”
The company laid off hires as possession talks with Facebook and Magic Leap came through, sources told TechCrunch, before it was forced to sell off assets to an undisclosed buyer earlier this year.
One of the more strange narratives in the AR headset space was the folding and reincorporated narrating of Meta, a Y Combinator-backed AR headset company that was also an early entrant which decided to ramp up its spending as Apple and others began to invest in the technology.
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