Tag Archives: FaceShift

Apple investing in Augmented Reality

After months of speculation, Apple finally confirmed its acquisition of FaceShift, a Swiss-based visual effects startup responsible for the motion-capture technology used in the new Star Wars movie. FaceShift specialises in software that allows 3D animated avatars to mimic the facial expressions of a person. Why would Apple buy FaceShift since it’s not an obvious fit for Apple’s current line of principally consumer technologies. Experts predict that Apple could be preparing to move into the realm of Augmented Reality (AR). In addition to FaceShift, Apple has also recently purchased AR technology-related companies namely, Primesense, Polar Rose and Metaio. With these acquisitions, Apple stakeholders can now be assured that the tech giant is taking the AR trend very seriously.