Apple after the viewers buys an augmented reality startup. What Mira does
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Apple has acquired Mira, a startup that deals with technologies related to augmented reality (AR) headsets. The figure has not been revealed at the moment, but various sources confirm the operation which was made official on the Crunchbase portal, one of the most authoritative observatories of the world of startups and acquisitions.
Brief history of Mira, an augmented reality startup
Mira was founded by entrepreneur Ben Taft in 2016. It is based in Los Angeles. He took his first steps by developing augmented reality headsets for the consumer market. He concentrated his activity working for Universal Studios and Nintendo World. And it boasts investments from very active funds in Silicon Valley, including Blue Bear Capital, Happiness Ventures and Sequoia. Among the investors is also Marc Benioff, founder of Salesforce.
In total it has collected so far 17 million dollars in the startup before the acquisition. Its valuation was around one billion, but it is said that that was the amount disbursed by Apple. Interested not only in her device, but also in the software developed by Mira to create apps, games and augmented reality experiences.
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Useful technologies for Apple’s Vision Pro
The news of the acquisition comes just a few hours after the presentation of Vision Pro, the first and much talked about augmented reality project from Cupertino. It is currently difficult to determine how Mira will be used on the board Tim CookCEO of Apple.
But according to The Verge Jony Ive, a longtime former Apple product designer, was a consultant to Mira at one point. And Ive, head of the Apple design team for 20 years, one of the key figures who led to the birth of the iPhone, left Cupertino in 2019 to launch a collective of designers called LoveFrom.
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Mira, contracts with the US military
In 2021 Mira has decided to slightly change its market approach. From visors for the general public to industrial applications. A presumably more lucrative market. As The Verge notes, Mira had several contracts with the US military, including ones with the Air Force and Navy.
It is currently unknown whether these contracts will continue under the new ownership. But they trace one of the possible uses of the technology that Apple is developing. Education, medicine, but also the war industry for simulations. Another lucrative market.
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