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To learn more and subscribe, please click here.Apple CEO Tim Cook brought attention to the company s growing interest in the augmented reality AR space during Apple s Q2 2016 fiscal Q3 2016  earnings call last week.Addressing analysts, Cook mentioned that the company would be investing a lot in AR over the long run.

The statement is not surprising considering reports that popular AR mobile game Pokémon Go could generate around $3 billion in revenue for the company over the next two years.The announcement also comes as Apple attempts to bolster its Services segment amid declining device sales.

However, the Services segment of Apple's revenue, which includes its software-oriented offerings, including the App Store, Apple Music, and Apple Pay, accounted for its largest share of overall revenue in a quarter, ever.

While it s unclear whether Apple will release its own smartphone-powered AR/VR headset, in the short- to mid-term, it's reasonable to suggest that the company will investigate methods to incentivize developers to build more AR apps, perhaps by making its devices more AR-friendly with larger processors and image-capturing tech.Apple has made a number of investments in AR startups, including Metaio, Flyby Media, and Facelift, according to Digit.

These three companies all cover separate areas of the AR tech, including making AR travel apps, motion-capture tech, and an app that was an early adopter of Google s Tango platform.

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Tags AR