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Google Announces Android XR

We started Android over a decade ago with a simple idea: transform computing for everyone. Android powers more than just phones—it's on tablets, watches, TVs, cars and more.

Now, we're taking the next step into the future. Advancements in AI are making interacting with computers more natural and conversational. This inflection point enables new extended reality (XR) devices, like headsets and glasses, to understand your intent and the world around you, helping you get things done in entirely new ways.

Unlock the Infinite Possibilities of XR With Samsung Galaxy AI

Imagine being able to step into any world in an instant—from the bustling streets of New York City to the snowy mountain tops of the Alps. These worlds are no longer merely places to observe from afar. They can now be explored and interacted with simply through a gaze, a gesture or your voice. What once seemed like science fiction has become a reality as eXtended reality (XR) transforms how we engage with the world around us.

XR is an umbrella term for technologies that use digital elements to extend or alter reality by merging the physical and digital worlds together. This includes virtual reality (VR), augmented reality (AR), mixed reality (MR) as well as other similar technologies yet to be developed. XR offers infinite possibilities, creating a dynamic spatial canvas where users' sight, sound and motion combine to interact with the outside world. A world that will unlock unprecedented experiences across core areas of life, from working and learning to entertainment, gaming and even health and wellness.

Emteq Labs Unveils World's First Emotion-Sensing Eyewear

Emteq Labs, the market leader in emotion-recognition wearable technology, today announced the forthcoming introduction of Sense, the world's first emotion-sensing eyewear. Alongside the unveiling of Sense, the company is pleased to announce the appointment of Steen Strand, former head of the hardware division of Snap Inc., as its new Chief Executive Officer.

Over the past decade, Emteq Labs - led by renowned surgeon and facial musculature expert, Dr. Charles Nduka - has been at the forefront of engineering advanced technologies for sensing facial movements and emotions. This data has significant implications on health and well-being, but has never been available outside of a laboratory, healthcare facility, or other controlled setting. Now, Emteq Labs has developed Sense: a patented, AI-powered eyewear platform that provides lab-quality insights in real life and in real time. This includes comprehensive measurement and analysis of the wearer's facial expressions, dietary habits, mood, posture, attention levels, physical activity, and additional health-related metrics.

Apple introduces powerful new iPad mini built for Apple Intelligence

Apple today introduced the new iPad mini, supercharged by the A17 Pro chip and Apple Intelligence, the easy-to-use personal intelligence system that understands personal context to deliver intelligence that is helpful and relevant while protecting user privacy. With a beloved ultraportable design, the new iPad mini is available in four gorgeous finishes, including a new blue and purple, and features the brilliant 8.3-inch Liquid Retina display. A17 Pro delivers a huge performance boost for even the most demanding tasks, with a faster CPU and GPU, a 2x faster Neural Engine than the previous-generation iPad mini, and support for Apple Intelligence. The versatility and advanced capabilities of the new iPad mini are taken to a whole new level with support for Apple Pencil Pro, opening up entirely new ways to be even more productive and creative. The 12MP wide back camera supports Smart HDR 4 for natural-looking photos with increased dynamic range, and uses machine learning to detect and scan documents right in the Camera app.

The new iPad mini features all-day battery life and brand-new experiences with iPadOS 18. Starting at just $499 with 128 GB—double the storage of the previous generation—the new iPad mini delivers incredible value and the full iPad experience in an ultraportable design. Customers can pre-order the new iPad mini today, with availability beginning Wednesday, October 23.

Microsoft Discontinues HoloLens 2, Shifts Mixed-Reality Strategy

Microsoft has officially ended production of its HoloLens 2 mixed-reality headset, according to sources confirmed by The Register. The tech giant recently notified its partners that the HoloLens 2, introduced in 2019 as an enterprise-focused augmented reality device, is no longer available for purchase. This marks a significant shift in Microsoft's AR strategy, with the company stating, "Support for HoloLens 2, including security updates, will end on December 31, 2027." Despite aggressive marketing efforts, the HoloLens 2 struggled to gain widespread adoption, reflecting broader challenges in the AR/VR market where high-end headsets like HoloLens 2 and Apple Vision Pro retail for around $3,500, limiting their appeal. Some Microsoft employees reportedly expressed surprise that the project continued as long as it did, suggesting internal doubts about its viability.

Rather than continuing as a hardware provider, Microsoft plans to pivot its role in the mixed reality space, focusing on "first-party software solutions and services, partnering with the broader mobile phone and mixed reality hardware ecosystem." This decision aligns with the current state of the AR/VR industry, where the ecosystem is still in its early stages, and companies like Meta are heavily investing in its development. Microsoft's shift from hardware production to ecosystem investment mirrors trends in the broader tech industry and could position the company for future opportunities as the mixed-reality market matures. As the ecosystem develops and more use cases emerge, Microsoft's investment in software and services could prove valuable despite the current challenges in justifying investments in a field that's still searching for compelling widespread applications.

Logitech Releases MX Ink Mixed Reality Stylus for Meta Quest

Logitech announced the availability of MX Ink, the first Mixed Reality (MR) stylus specifically designed for Meta Quest. A precision tool with a familiar pen-like feel, MX Ink allows users to navigate, annotate and create freely across 2D spaces like papers, desks, or whiteboards, as well as immersive 3D environments. The pressure-sensitive tip of MX Ink enables natural writing and gaming motions, merging the tactile sensation of a physical tool with the limitless possibilities of the virtual creative space.

MX ink is currently supported by a wide range of applications across the creativity and productivity landscape, as well as in industries such as medicine, architecture, and education, with new applications being added regularly.

Meta Announces the Quest 3S, its Most Affordable Mixed Reality Headset to Date Starting at US$300

Today at Connect, we unveiled Meta Quest 3S, a headset with the same mixed reality capabilities and fast performance as Meta Quest 3, but at a lower price point. Starting at just $299.99 USD, Quest 3S is the best headset for those new to mixed reality and immersive experiences, or who might have been waiting for a low-cost upgrade from Quest and Quest 2.

From watching your favorite TV shows on a cinema-sized screen to your own personal trainer that you can take with you anywhere you go, plus multitasking capabilities, gaming and more, there's no better mixed reality device on the market at this price.

HP Showcases New AI Solutions at HP Imagine Event

Today at HP Imagine, HP Inc. (NYSE: HPQ) announced the company's newest innovations, including next-gen AI PCs, AI-enabled video conferencing solutions, and a scalable GPU performance sharing solution for AI developers - all designed to transform the future of work.

"HP is deeply ambitious in its commitment to reshape the way people work, fostering growth, nurturing creativity, and unleashing limitless innovation," said Alex Cho, President of Personal Systems at HP Inc. "We're bringing AI to life and delivering powerful new experiences through our next-gen AI PCs, advanced audio and video solutions, and innovative AI development platform."

LG gram Ready to Define the Next-Gen AI Laptop With New Intel Core Ultra Processors

LG Electronics (LG) is excited to announce that its newest LG gram laptop featuring the Intel Core Ultra processor (Series 2) will be showcased at the Intel Core Ultra Global Launch Event from September 3-8. Renowned for its powerful performance and ultra-lightweight design, the LG gram series now integrates advanced AI capabilities powered by the latest Intel Core Ultra processor. The LG gram 16 Pro, the first model to feature these new Intel processors, will be unveiled before its release at the end of 2024.

As the first on-device AI laptop from the LG gram series, it offers up to an impressive 48 neural processing unit (NPU) tera operations per second (TOPS), setting a new standard for AI PCs and providing the exceptional performance required for Copilot experiences. Powered by the latest Intel Core Ultra processor, the LG gram 16 Pro is now more efficient thanks to advanced AI functionalities such as productivity assistants, text and image creation and collaboration tools. What's more, its extended battery life helps users handle tasks without worry.

VR/MR Device Shipments to Reach 37 Million Units by 2030, with OLEDoS and LCD Dominating High-End and Mainstream Markets

TrendForce's latest report reveals that shipments of near-eye displays are expected to increase year-by-year over the next few years following inventory clearance. It is anticipated that OLEDoS will dominate the high-end VR/MR market, with its technological share rising to 23% by 2030, while LCD will continue to occupy the mainstream market, holding a 63% share in near-eye displays.

TrendForce defines VR/MR devices as near-eye displays that achieve an immersive experience through a single display. Devices emphasizing transparency and the integration of virtual and real-world applications are classified as AR devices.

Introducing Spacetop G1: The Laptop For The Spatial Computing Era

Today, Sightful unveiled Spacetop G1, the best laptop for productivity, bringing the power of spatial computing to daily life. Spacetop G1 is the first device that combines the familiarity and utility of a laptop with the power of spatial computing. Designed for the "work from anywhere" world with a 100" virtual workspace rather than a 13" LCD, Spacetop G1 gives users what they need most: space to do their best work everywhere. Combined with 48 TOPS of AI compute, the result is a monumental shift for the laptop market, which has seen only incremental change for decades, and a critical adoption path to bring spatial computing to reality. The new Spacetop G1 ships later in 2024 for $1900, and customers can reserve theirs for $100 at sightful.com

Originally introduced through an invite-only Early Access program, Sightful set out to work with and learn from early tech adopters to fine-tune Spacetop for a broader audience. Over the course of the program, Sightful incorporated feedback from Early Access users to upgrade Spacetop's hardware and proprietary operating system, SpaceOS, before making the Early Access Spacetop generally available.

Rokid AR Lite: The First AR Glasses Powered by Snapdragon 6 Gen 1 Mobile Platform

Rokid has announced the launch of its new AR device, the Rokid AR Lite, on Kickstarter, marking the first AR glasses powered by the Snapdragon 6 Gen 1 Mobile Platform. This integration brings the power and versatility of a mid-range smartphone into an AR device, opening up a new chapter in the industry.

Priced at USD $749, with early backers able to purchase it for USD $499, the Rokid AR Lite offers an accessible entry point into advanced AR technology. The versatility of Rokid AR Lite makes it suitable for various activities, including entertainment, work, and productivity tasks. It supports video conferencing, document editing, navigation, and photo-taking, enhancing user experiences across different scenarios.
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Qualcomm Announces the Snapdragon 7+ Gen 3, Featuring Exceptional On-Device AI Capabilities

Qualcomm Technologies, Inc., unveiled today the Snapdragon 7+ Gen 3 Mobile Platform, bringing on-device generative AI into the Snapdragon 7 series. The Mobile Platform supports a wide range of AI models including large language models (LLMs) such as Baichuan-7B, Llama 2, and Gemini Nano. Fueling extraordinary entertainment capabilities, Snapdragon 7+ Gen 3 also brings new select Snapdragon Elite Gaming features to the 7-series including Game Post Processing Accelerator and Adreno Frame Motion Engine 2, enhancing game effects and upscaling gaming content for desktop-level visuals. Plus, this platform brings top-notch photography features with our industry-leading 18-bit cognitive ISP.

"Today, we embark on the latest expansion in the 7-series to create new levels of entertainment for consumers - integrating next-generation technologies for richer experiences," said Chris Patrick, senior vice president and general manager of mobile handsets, Qualcomm Technologies, Inc. "Snapdragon 7+ Gen 3 is packed with support for incredible on-device generative AI features and provides incredible performance and power efficiency, while bringing Wi-Fi 7 to the Snapdragon 7 Series for the first time."

Samsung Anticipates 2027-2028 Entry into Micro OLED AR/VR Market

Choi Joo-sun, CEO of Samsung Display, spoke to journalists post-conclusion of a March 6 lecture at the Korea Advanced Institute of Science and Technology (KAIST). A Chosun Daily Business reporter pulled some quotes regarding Samsung's outlook for new generation micro OLED technologies. Choi and his colleagues are likely taking their time on this development front—Sony Semiconductor Solutions (SSS) has already mass-produced OLED Microdisplay products. The Japanese technology giant is the main supplier of display panels for Apple's Vision Pro mixed reality headset—a recent iFixit teardown revealed a possible custom-designed unit. Leaked "Bill of Materials" figures indicate an eye-watering total cost of $456 for a pair of SSS 4K panels—Apple is reportedly engaged in negotiations with SeeYa and BOE regarding the supply of cheaper alternatives.

The Samsung Display boss is monitoring current industry trends, but his team is not rushing out competing solutions: "The market potential of micro OLED, which is used in augmented reality (AR) and virtual reality (VR), is significant, but I believe the market will begin in earnest around 2027-2028...there are many technical aspects to overcome and cost considerations." Choi believes that Samsung is better off with plenty of preparation time, before an anticipated bloom in the micro OLED market—in his opinion, domination can be achieved with careful investment in research and development (R&D) efforts. He stated: "During the remaining 2 to 3 years, we will deploy manpower to ensure that Samsung Display does not fall behind in the micro OLED market and introduce solutions that are competitive compared to competitors...The acquisition of Imagine, an American display company, is also part of this effort."

Avegant announces breakthrough Spotlight display technology for Augmented Reality

Avegant announces Spotlight display technology - the world's first adaptive LED illumination architecture for LCoS. By dynamically illuminating regions of a LCoS microdisplay, Avegant has enabled the benefits of APL (average pixel level) to achieve illumination power savings up to 90% while simultaneously improving contrast by over 10x. Spotlight display technology is integrated alongside Avegant's existing products, retaining the advantages of very small, mature light engines that deliver efficient, full color high-resolution, polarized output. Avegant is collaborating with Applied Materials, Inc. and Lumileds on advanced technologies for Augmented Reality.

"Building on the success of the AG-30L2, we are delighted to announce our new Spotlight display technology. This will usher in a new level of performance for LCoS light engines, enabling efficiency advantages of APL and higher contrast, while maintaining the manufacturability, small-size, and full color high resolution displays that we have come to know from LCoS." says Ed Tang, CEO and Founder of Avegant. "We're excited to be working alongside amazing partners to enable a new level of system performance for the ecosystem."

Meta Anticipating Apple Vision Pro Launch - AR/VR Could Become Mainstream

Apple's Vision Pro mixed reality headset is due to launch on February 2—many rival companies in the AR/VR market space will be taking notes once the slickly designed device (with a $3499 starting price) reaches customers. The Wall Street Journal claims that the executive team at Meta is hopeful that Apple's headset carves out a larger space within a niche segment. The latter's "more experimental" products sometimes have surprising reach, although it may take a second (i.e cheaper) iteration of the Vision Pro to reach a mainstream audience. Meta is reported to have invested around $50 billion into its Quest hardware and software development push—industry experts reckon that this product line generates only ~1% of the social media giant's total revenue.

Insider sources suggest that CEO Mark Zuckerberg and his leadership team are keen to see their big money "gamble" finally pay off—Apple's next release could boost global interest in mixed reality headsets. The Wall Street Journal states that Meta staffers "see the Quest and its software ecosystem emerging as a primary alternative to Apple in the space, filling the role played by Google's Android in smartphones." They hope that the Quest's relatively reasonable cost-of-entry will look a lot more attractive when compared to the premium Vision Pro. The report also shines a light on Meta's alleged push to focus more on mixed reality applications, since taking "inspiration" from Apple's WWDC23 presentation: "In addition, some developers are simplifying their apps and favor Apple's design that allows wearers to use their eyes and fingers to control or manipulate what they see. Meta's Quest primarily relies on the use of controllers for games or applications, although it can work with finger gestures."

AMD Reshapes Automotive Industry with Advanced AI Engines and Elevated In-Vehicle Experiences at CES 2024

Today, AMD announced it will showcase automotive innovation at CES 2024 and expand its portfolio with the introduction of two new devices, the Versal AI Edge XA adaptive SoC and Ryzen Embedded V2000A Series processor. The devices underscore AMD automotive technology leadership and are designed to serve key automotive focus segments including infotainment, advanced driver safety and autonomous driving. Working alongside a growing automotive partner ecosystem, AMD will demonstrate at CES 2024 the broad range of capabilities and applications for these new devices in automotive solutions available today and in the future.

Versal AI Edge XA adaptive SoCs add an advanced AI Engine, enabling the devices to be further optimized for numerous next-generation advanced automotive systems and applications including: forward cameras, in-cabin monitoring, LiDAR, 4D radar, surround-view, automated parking and autonomous driving. Versal AI Edge XA adaptive SoCs are also the first AMD 7 nm device to be auto-qualified, bringing hardened IP and added security to automotive applications where safety is paramount.

Qualcomm Launches Its Next Generation XR and AR Platforms, Enabling Immersive Experiences and Slimmer Devices

Qualcomm Technologies, Inc. today announced two new spatial computing platforms - Snapdragon XR2 Gen 2 and Snapdragon AR1 Gen 1 - that will enable the next generation of mixed reality (MR), virtual reality (VR) devices and smart glasses. Snapdragon XR2 Gen 2 Platform: The platform brings premium MR and VR technology into a single chip architecture to unlock next level immersive experiences in thinner and more comfortable headsets, that don't require an external battery pack.

Engineered to deliver a lag free experience with breathtaking visuals and fully immersive sound, the platform allows users to blend virtual content with their physical surroundings and transition seamlessly between MR and VR experiences.

Intel Launches Wi-Fi 7 Chipsets Before the Official Standard Release

Intel today updated its ARK listings with two new networking chipsets: Wi-Fi 7 BE200 and Wi-Fi 7 BE202. The company unveiled IEEE 802.11be (Wi-Fi 7) specification-based chipsets despite the standard still needing final ratification. The Wi-Fi 7 standard promises data rates as high as 40 Gbit/s, with Intel's BE200 chipset using 2x2 TX/RX streams with 2.4 GHz, 5 GHz, and 6 GHz bands. However, as demonstrated by the adapter's maximum speed of 5 Gbit/s, real-world implementations might not initially reach the theoretical maximum speed. Various motherboards, like the upcoming Gigabyte Aorus Z790 Master X, are already planning to integrate this technology, showing that the industry is getting ready for a Wi-Fi 7 world.

What makes Wi-Fi 7 especially interesting is its raw speed and underlying technology designed to improve efficiency and capacity. Features like Multi-User Multiple-Input Multiple-Output (MU-MIMO) and Orthogonal Frequency-Division Multiple Access (OFDMA), which were introduced in Wi-Fi 6 and 6E, are mandatory in Wi-Fi 7. These technologies aim to optimize the overall performance of wireless networks, making them more suitable for bandwidth-intensive tasks like AR and VR. While full certification for Wi-Fi 7 is not expected until 2024, with widespread adoption to follow, the technology looks poised to become a significant aspect of our wireless future.

Apple Unveils iPhone 15 Pro and iPhone 15 Pro Max with USB-C Connectivity

Apple today debuted iPhone 15 Pro and iPhone 15 Pro Max, designed with aerospace-grade titanium that's strong yet lightweight to deliver Apple's lightest Pro models ever. The new design also features contoured edges and a customizable Action button, allowing users to personalize their iPhone experience. Powerful camera upgrades enable the equivalent of seven pro lenses with incredible image quality, including a more advanced 48MP Main camera system that now supports the new super-high-resolution 24MP default, the next generation of portraits with Focus and Depth Control, improvements to Night mode and Smart HDR, and an all-new 5x Telephoto camera exclusively on iPhone 15 Pro Max. A17 Pro unlocks next-level gaming experiences and pro performance. The new USB‑C connector is supercharged with USB 3 speeds—up to 20x faster than USB 2—and together with new video formats, enables powerful pro workflows that were not possible before. And with the addition of Roadside Assistance via satellite, the iPhone 15 Pro lineup builds on Apple's innovative satellite infrastructure to connect users to help if they have car trouble while off the grid.

iPhone 15 Pro and iPhone 15 Pro Max will be available in four stunning new finishes, including black titanium, white titanium, blue titanium, and natural titanium. Pre-orders begin Friday, September 15, with availability beginning Friday, September 22.

Sony Semiconductor to Release Large-Size, High-Definition 1.3-type 4K OLED Microdisplay for VR/AR Headsets

Sony Semiconductor Solutions Corporation (SSS) announced the upcoming release of the ECX344A, a large-size, high-definition 1.3-type OLED Microdisplay with 4K resolution which will allow for greater photo-realistic VR and AR experiences.

The new OLED Microdisplay is mainly intended for virtual reality (VR) and augmented reality (AR) head-mounted display applications. It delivers 4K resolution with a 1.3-type large-size display by employing miniaturization processes that SSS has achieved while developing camera electronic viewfinders (EVFs), as well as its own pixel drive circuits. A new high-speed driver circuit is included in the microdisplay to enable a high frame rate even at 4K resolution, allowing for smooth image quality with an enhanced sense of reality. Moreover, SSS's original pixel structure makes it possible to achieve both a wide color gamut and high luminance performance.

Meta Cancels Quest Pro 2 Development, Quest 3 to Take Over

Meta has invested heavily in Augmented Reality (AR) devices, such as its Quest and Quest Pro devices. However, it seems like the company has received mixed feedback from the community on its AR headsets, most notably on the higher end. Meta's Quest Pro device was launched on October 25, 2022. According to The Information, Quest Pro will be manufactured as long as the supplies last at manufacturing facilities, and Meta will not order any new material for it. Additionally, Quest Pro 2, the second-generation Quest Pro, will not be released as the company has canceled its development. This is not to be confused with the regular Quest, which is still in active development.

Meta's upcoming Quest 3 will even beat the Quest Pro with its specifications, targeting lower price points and a wider audience. Quest 3 will feature a higher resolution, depth sensor, and two 4MP cameras instead of the one on Quest Pro. Logically, Quest 3 is the obvious upgrade and will cost less than $1000, unlike Quest Pro, which debuted with a $1500 price tag.

Apple Reported to be Reducing Factory Output of Vision Pro AR Headset

The Financial Times believes that Apple is running into major production issues related to its Vision Pro mixed reality headset—insider sources claim that the mega-sized multinational technology company is adjusting internal sales goals for the $3499 AR/VR "spatial computer." Leadership had set an ambitious internal target of 1 million units sold in 2024, but the complexity of the system's design has apparently caused major setbacks for manufacturing partners. Apple is reported to have signed up with Luxshare, a Chinese contract manufacturer, to assemble Vision Pro headsets—insiders within both organizations reckon that only 400,000 units will be ready for sale throughout 2024. This number seems to be fairly optimistic given that Trendforce predicted that a mere 200,000 would be shipped next year.

FT gathered information from two other sources placed within the Chinese supply chain—they claim that Apple and Luxshare could encounter major component shortages in 2024, resulting in a production shortfall—with an estimated 130,000 to 150,000 finalized units. The article points out that the most complex (and costly) aspect of the headset lies in its micro-OLED display setup, that also includes outward facing lenses. TSMC and Sony are reported to be the suppliers of these parts (as featured on the prototypes), but Apple is allegedly not satisfied with low production numbers, and not enough batches are "free of defects." A cheaper version of the Vision Pro is apparently now on the backburner, since Apple is unlikely to recoup—factoring in R&D expenses—within the first year of the intial product's launch.

Swave Photonics Secures €10M Seed Funding Round to Develop Holographic Augmented Reality

Swave Photonics, the forerunner in the implementation of true holography for augmented reality, today announced the successful closure of its seed round expansion. This additional investment of €3M catapults Swave's total funds raised to €10M.

Reinvestment from present investors imec.xpand, a venture capital fund centered around nanotechnology innovation, Flanders Future Techfund (FFTF), a Belgian/Flemish public investment fund, and QBIC, a Belgian inter-university venture capital fund, underscores investor trust in Swave's technology. Joining these investors are new US-based investors Acequia Capital, a leading venture investment firm based in Seattle, WA, and Luminate NY, the world's only optics, photonics, and imaging accelerator, which is based in Rochester, NY. Their participation, even amidst a challenging fundraising landscape, amplifies the significance and potential of Swave's groundbreaking holographic and photonics solutions. This seed round positions Swave well to execute on its augmented reality roadmap and engage future customers, partners and investors interested in driving true holography for spatial computing.

Head of Xbox Studios Not Interested in AR/VR, Considers Cloud Gaming a Small Market

Matt Booty - the Head of Microsoft Studios - has been doing a lot of press lately, following the recent Xbox Games Showcase. Previous headlines focused on his declaration that first party development for Xbox One had ceased. The Hollywood Reporter has now cornered him on the subject of a possible Xbox augmented/virtual reality headset, although the interview did begin with a discussion about the company's Starfield IP being a good candidate for a movie or TV series adaptation. Booty swiftly shifted the focus onto current projects: "I don't have anything to share around there on Starfield, but I love your point that the worlds that we create in games, the characters that we create … people build entire digital hobbies around and invest hundreds of hours in (them), so it's cool to see linear media, as we call it, recognize that. We have our Halo TV series with Paramount; we have season one and we're shooting season two now. We've got the Minecraft movie coming up with Jason Momoa. We just recently announced that we've got the Gears of War franchise with Netflix."

Arch rival Sony is already two generations deep into gaming AR/VR headsets, and Microsoft has not produced an answer to PlayStation VR. Things have also gone quiet on the business-focused HoloLens product front. Phil Spencer did hint that the Xbox One X console was powerful enough to run a VR headset, but that was many years ago and he has since stated that leadership is not interested in exploring that market. Booty's response to the Hollywood Reporter's query also repeats his colleague's view: "I think for us, it's just a bit of wait until there's an audience there. We're very fortunate that we have got these big IPs that have turned into ongoing franchises with big communities. We have 10 games that have achieved over 10 million players life-to-date, which is a pretty big accomplishment, but that's the kind of scale that we need to see success for the game and it's just, it's not quite there yet with AR, VR." He claimed that their traditional model has "150 million active players across first-party (titles) every month," with cloud gaming contributing very little to that population: "For us, to be clear, it is a very, very small market. I'm not even sure you would call it a market yet, in fact." This tidbit is very intriguing given the big marketing push behind Xbox Cloud Gaming, and certain regulators deeming Microsoft's proposed acquisition of Activision Blizzard a threat to competition within that market.
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