Pokémon Go craze shows Apple an augmented reality future

With Apple reporting that the company is investing in augmented reality research, some industry analysts say the company is likely to sculpt what the experience will be like for users around the world.

"This is very important for Apple to be involved in augmented reality," said Patrick Moorhead, an analyst with Moor Insights & Strategy. "More importantly, Apple now will probably be one of a handful of companies to define what a future AR experience should be. This is big."

During a third-quarter earnings call with analysts and press on Tuesday, Apple CEO Tim Cook, taking a question from a broker, said augmented reality (A.R.) is an important technology and Apple is putting its muscle behind it.

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