One area that Apple has been heavily investing in over the past few years has been in mapping technology and resources. We'd heard a few years ago that Apple was actively recruiting mapping specialists, and the public signs have been considerable since then.
In 2009 and 2010, Apple acquired two mapping companies Placebase and Poly 9. Apple has also been actively recruiting for their "Geo Team" to take their Maps app "to the next level". We've even found evidence that iOS 5 might already have some of the underpinnings to Apple's own mapping solution.
Last week, we saw the first patent application filed by Placebase founder's Jaron Waldman after he began work at Apple. This week, we have found another that's even more interesting.
Jaron Waldman is credited as the inventor for this Apple-assigned patent application which details the use of augmented reality in assisting with directions and finding points of interest.
This concept isn't new, of course, and we've seen a number of Augmented Reality applications appear in the App Store. The basic concept revolves around taking live video using your iPhone and then overlaying relevant information, such as points of interest.
Apple's implementation focuses on searching for a landmark and then getting directions. Here's an example of an existing iPhone app the tries to do similar:
Early Augmented Reality applications have been somewhat clumsy, but seem to show a lot of promise.
Apple files many patent applications each week which means that most never make it into products. Apple's mapping interest, however, has been particularly well known, and we feel there may be a lot coming from Apple in this realm in the near future.
Thursday August 28, 2025 4:08 am PDT by Tim Hardwick
An iPhone 17 announcement is a dead cert for September 2025 – Apple has already sent out invites for an "Awe dropping" event on Tuesday, September 9 at the Apple Park campus in Cupertino, California. The timing follows Apple's trend of introducing new iPhone models annually in the fall.
At the event, Apple is expected to unveil its new-generation iPhone 17, an all-new ultra-thin iPhone 17...
Apple is expected to unveil the iPhone 17 series on Tuesday, September 9, and last-minute rumors about the devices continue to surface.
The latest info comes from a leaker known as Majin Bu, who has shared alleged images of Apple's Clear Case for the iPhone 17 Pro and Pro Max, or at least replicas.
Image Credit: @MajinBuOfficial
The images show three alleged changes compared to Apple's iP...
Friday August 29, 2025 4:54 am PDT by Tim Hardwick
Apple and Samsung have reportedly issued cease-and-desist notices to Xiaomi in India for an ad campaign that directly compares the rivals' devices to Xiaomi's products. The two companies have threatened the Chinese vendor with legal action, calling the ads "disparaging."
Ads have appeared in local print media and on social media that take pot shots at the competitors' premium offerings. One...
Monday September 1, 2025 4:35 am PDT by Tim Hardwick
Apple will launch its new iPhone 17 series this month, and the iPhone 17 Pro models are expected to get a new design for the rear casing and the camera area. But more significant changes to the lineup are not expected until next year, when the iPhone 18 models arrive.
If you're thinking of trading in your iPhone for this year's latest, consider the following features rumored to be coming to...
Apple is preparing to release iOS 18.7 for compatible iPhone models, according to evidence of the update in the MacRumors visitor logs.
We expect iOS 18.7 to be released in September, alongside iOS 26. The update will likely include fixes for security vulnerabilities, but little else.
iOS 18.7 will be one of the final updates ever released for the iPhone XS, iPhone XS Max, and iPhone XR,...
Not exactly a ringing endorsement of Augmented Reality, since the Rockefeller Center subway station is nowhere near the scene in that screenshot (Times Square). :-)
:cool:
The app is suggesting to walk one block east to Sixth Avenue and another five to eight blocks north to the Rockefeller Center subway station. With this app to guide your steps.
I'd prefer pre-loaded maps (not having to rely on google and your data connection) with features such as Augmented Reality & turn by turn Nav available as add-ons/in-app purchases and work a deal with garmin etc so you're not stepping on their toes (not all of them anyway).
If every hyperlinked address/location opens the native maps app by default, then it would make more sense & be more fluid and streamlined to continue my Nav or points of interest experience in that app instead of C&P to open up Navigon/Garmin or any other.
This is really the only feature of iOS IMO where the "keep it simple Apple experience" is more like a Windows headache.
I would love to see a native maps app with augmented reality features built into iOS, particularly if those maps aren't just limited to North America. Google maps are OK, but I don't feel they cover Japan all that well.
Biggest design overhaul since iOS 7 with Liquid Glass, plus new Apple Intelligence features and improvements to Messages, Phone, Safari, Shortcuts, and more. Developer beta available now ahead of public beta in July.
