Apple has purchased an augmented reality (AR) startup, Mira, for an undisclosed amount.
Located in Los Angeles Entrepreneur Ben Taft established Mira in 2016. For customers, including for attractions like Universal Studios' Nintendo World theme parks, Mira has been manufacturing AR headsets. Prior to being acquired, investors put $17 million into Mira, including Happiness Ventures, Sequoia, and Blue Bear Capital, betting big on its software for developing augmented reality (AR) games, apps, experiences, and real heads-up displays.
Mira initially marketed its hardware as a simple entry point into the field of augmented reality, concentrating mainly on consumer applications. The startup later changed course, focusing on the more lucrative industrial rollout market.
Mira had a number of military contracts at one point, including ones with the US Navy and Air Force. As to whether these contracts will endure under Apple's control is still up in the air.
Mira’s acquisition follows Apple’s announcement of the Vision Pro headset, the tech giant’s long rumored AR headset and the company’s first attempt at AR technology. Although sources claim that Jony Ive, a longtime former Apple product designer, once served as an advisor to Mira, it is currently unknown how much of a role Mira might play in Apple's Augmented Reality roadmap.