July 3, 2017

Apple Buys Eye-Tracking Company

14-VR Newsfeed - July 03 2017 - Apple buys eye-tracking company

Newsfeed - July 03, 2017

Apple computers has just scored a bull’s-eye by buying SensoMotoric Instruments a German maker of eye-tracking technology. Eye tracking is a very useful technology for both Virtual Reality and Augmented Reality.

Apple issued a statement to Fortune magazine stating that “Apple buys smaller companies from time to time and we generally do not discuss our purpose or plans.

The purchase was not widely publicized and only came to light through the efforts of MacRumours, a blog that is often first with the unofficial news about Apple. They discovered that Gene Levoff, Apple’s Vice President of Corporate Law, had signed a legal document referring to the acquisition of SensoMotoric Instruments.

However, the story only gained traction when it was also reported by Axios, a new media company specializing in news and analysis of business, media, politics and tech.

It is not yet known what plans Apple has to integrate eye tracking technology into its products. But such technology has applications in advertising, control and user experience. SensoMotoric Instruments has in the past worked with the Oculus Rift VR kit.

The company has developed a wide range of hardware and software for use in research, training, linguistics, neuroscience, biomechanics, psychology and vision science, besides virtual and augmented reality.

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