Η Apple Lossless Audio CODEC (ALAC), she could not leave her domain unexplored virtualand augmented reality, at a time when the rest of the industry is already experimenting and proceeding with acquisitions of the most promising technologies.
Posting an Ad on 21 November at jobs.apple.com for a developer position to develop the user interface environment and virtual and augmented reality (VR/AR) applications was the occasion to open a new round of discussions around the adequacy of the existing technologys.
Apple was granted a patent in September 2013 for a mask similar to its own Oculus Rift, αν και στην περιγραφή δεν αναφέρεται ο όρος Interactive reality. Αντ'αυτού, η Αpple περιγράφει την μάσκα της ως μια συσκευή για «ατομική προβολή πολυμέσων».Η συζήτηση για την εικονική πραγματικότητα αναθερμάνθηκε μετά το καθιερωμένο ετήσιο συνέδριο της Google in 2014. The developers came away with an assembled virtual reality mask, the Google Cardboard and the urge to deal with the development of related apps.
Facebook Inc. proceeded to the acquisition of Oculus Rift, Sony announced the project "Morpheus". Despite developments in the field, Oculus Rift's mask makers recently called on Sony not to risk marketing a product with its brand name before resolving key problems in responding to the system.
