Reports

2017 was quite a year for XR. As is often the case with emerging technology, XR’s early days have included a fair amount of exuberance.…

Continue reading → XR: 2017 Lessons, 2018 Predictions

The past year was volatile for XR. After an exuberant 2016, the sector’s temperature cooled when consumer hardware penetration – a key leading indicator of…

Continue reading → Enterprise XR: Impacting the Bottom Line

Augmented Reality (AR) comes in various forms, such as smartphones and smart glasses. Those are further segmented into consumer and enterprise uses. But the point…

Continue reading → Mobile AR: App Strategies and Business Models

Among several areas where AR will apply, one of the most exciting and potentially lucrative is local commerce. This includes consumer spending that’s consummated offline,…

Continue reading → AR Cloud and the ‘Internet of Places’

How do consumers feel about VR? Who’s using it? What devices and apps do they prefer? And what do they want to see next? Perhaps…

Continue reading → VR Usage and Consumer Attitudes, Wave 1

One of the factors that gives us confidence in the future of AR and VR (collectively XR) is the amount of investment being made by…

Continue reading → AR Business Models: The Top of the Food Chain, Parts I & II

2018 was a reflective year for XR. After an exuberant 2016, followed by a corrective 2017, XR industries settled into a moderate pace. This includes…

Continue reading → XR 2018 Lessons, 2019 Outlook

There are several forms of monetization that will develop for augmented reality (AR). In past reports, we’ve examined opportunities for its role in advertising (consumer-facing)…

Continue reading → AR Commerce: Monetization Comes Into View

One of the biggest questions nagging the Augmented Reality (AR) sector is, what will be its killer app? And when will it arrive? The medium…

Continue reading → Social AR: Spatial Computing’s Network Effect, Parts I, II & III

One of augmented reality’s (AR) proposed beneficiaries is the enterprise. That can take many forms including data visualization in corporate settings, or software to create…

Continue reading → Industrial AR: Benefits & Barriers

Augmented reality’s (AR) definition continues to evolve. Though considered by most to be a graphical format that overlays imagery on the physical world, there’s an…

Continue reading → Hearables: Broadening the Definition of AR

AR’s early stages are defined by lots of experimentation to see what works natively in this new medium. That goes for product design as well…

Continue reading → Mobile AR Strategies & Business Models

They say that patience is a virtue. This applies to the current state of the spatial computing industry. After passing through the boom and bust…

Continue reading → Spatial Computing: 2019 Lessons, 2020 Outlook

The consumer AR sector still lingers in early stages. Among other things, this means the playbook is being written mid-flight. There’s a great deal of…

Continue reading → Lessons from AR Revenue Leaders, Part I: Snap

The consumer AR sector still lingers in early stages. Among other things, this means the playbook is being written mid-flight. There’s a great deal of…

Continue reading → Lessons from AR Revenue Leaders, Part II: Niantic

The consumer AR sector still lingers in early stages. Among other things, this means the playbook is being written mid-flight. There’s a great deal of…

Continue reading → Lessons from AR Leaders, Part III: The Field

Augmented reality continues to evolve and take shape as an industry. Like other tech sectors, it has spawned several sub-sectors that comprise an ecosystem. These…

Continue reading → AR Advertising Deep Dive: The Landscape

A common AR industry sentiment is that the smartphone is the device that will pave the way for smart glasses. The thought is that before…

Continue reading → Wearables: Paving the Way for AR Glasses

As we approach the turn of a new year, it’s once again time for our annual ritual of synthesizing the lessons from the past twelve…

Continue reading → Spatial Computing: 2020 Lessons, 2021 Outlook

  Executive Summary Augmented reality’s traction over the past few years has occurred mostly through the smartphone camera. As we quantified in our recent mobile…

Continue reading → Smart Glasses: The Road to AR’s Holy Grail

  Executive Summary In AR’s early stages, a few areas stand out for their monetization potential and business case. We’ve examined such areas in past…

Continue reading → Camera Commerce: AR Monetization Materializes

  Executive Summary What’s the state of spatial computing? As we enter a new year, we embark on our annual exercise of defining the sector,…

Continue reading → Report: A Spatial Future Materializes

  Executive Summary One of AR’s fundamental properties is to fuse the digital and physical. As such, the real world is a key part of…

Continue reading → Geolocal AR: The Metavearth Materializes

  Executive Summary If there’s one term that’s reverberated throughout AR and VR circles more than any other in 2021, it’s metaverse. Though it represents…

Continue reading → Metaverse Reality Check: The What, When & Where

  Executive Summary AR and VR – collectively known as spatial computing – continue to hold immense potential. Though they don’t represent the imminent tech…

Continue reading → Spatial Computing: 2021 Lessons, 2022 Outlook

  Executive Summary Shoppability is the new black. There’s a trend towards all things being shoppable. We’re talking buy buttons on everything from YouTube videos…

Continue reading → The Immersive Commerce Era: AR & Shopping Collide

  Executive Summary Though AR hasn’t demonstrated the world-changing capabilities that were touted in the technology’s circa-2017 hype cycle, it’s finding success in specific areas.…

Continue reading → The Camera Company: Lessons from Snap’s AR Lead

  Executive Summary AR comes in many flavors. This is true of any technology in early stages as it twists around and takes shape. The…

Continue reading → Visual Search: Augmented Reality’s Killer App?

  Executive Summary Spatial computing – including AR, VR, and other immersive tech – continues to alter the ways that we work, play, and live.…

Continue reading → Reality Check: The State of Spatial Computing

  Executive Summary AI is the new black… especially generative AI such as DALL-E 2 and Midjourney. Generating artwork on the fly with text inputs seems…

Continue reading → Generative XR: AI & Spatial Computing Converge

  Executive Summary June 5, 2023 was a day that the spatial computing world had been waiting for. Apple CEO Tim Cook took the stage…

Continue reading → Vision Pro: Triangulating Apple’s AR Long Game

  Executive Summary It’s that time of year again. As we enter 2024, our annual exercise kicks in: examining the AR and VR events and…

Continue reading → Annual Predictions: 2023 Lessons, 2024 Outlook

  Executive Summary Spatial computing – including AR, VR, and other immersive tech – continues to alter the ways that we work, play, and live.…

Continue reading → Reality Check: The State of Spatial Computing

  Executive Summary Smart glasses have seen their ups and downs – from the early excitement around Google Glass, to the the device’s famous flameout.…

Continue reading → Smart Glasses: A New Hope for Augmented Reality

  Executive Summary Back in August, ARtillery Intelligence’s monthly report focused on smart glasses. Given new standards set by Ray-Ban Meta Smartglasses, Xreal Air 2…

Continue reading → Slim & SLAM: The Long Road to AR’s Holy Grail

  Executive Summary It’s that time of year again. As we approach 2025, our annual exercise kicks in: examining the AR & VR events and…

Continue reading → Annual Predictions: 2024 Lessons, 2025 Outlook

  Executive Summary What’s the state of spatial computing? As we enter a new year, we embark on our annual exercise of defining the sector,…

Continue reading → Reality Check: The State of Spatial Computing, Part 1

  Executive Summary What’s the state of spatial computing? As we enter a new year, we embark on our annual exercise of defining the sector,…

Continue reading → Reality Check: The State of Spatial Computing, Part 2

  Executive Summary At the end of each quarter of the calendar year, ARtillery Intelligence’s monthly report for its Pro subscribers takes form in an…

Continue reading → AR Glasses: Gaming Out the Near-Term Market

  Executive Summary It’s that time of year again. As we approach 2026, our annual exercise kicks in: examining the spatial computing events and lessons…

Continue reading → Annual Predictions: 2025 Lessons, 2026 Outlook

  Executive Summary What’s the state of spatial computing? As we enter a new year, we embark on our annual exercise to define the sector,…

Continue reading → Reality Check: The State of Spatial Computing, Part 1

  Executive Summary What’s the state of spatial computing? As we enter a new year, we embark on our annual exercise to define the sector,…

Continue reading → Reality Check: The State of Spatial Computing, Part 2