Roughly a year and a half since apps powered by Apple’s ARKit augmented reality platform became available for the iPhone, Apple has designated a marketing head for its AR division. Frank Casanova, who has worked at Apple for about 30 years, was recently appointed as Senior Director of Worldwide Product Marketing for the company’s augmented reality efforts according to his LinkedIn profile, which Bloomberg first reported.
That Apple would assign such a senior marketing executive with nearly three decades of experience at the company to oversee augmented reality provides further evidence that Apple views AR as being a vital part of its business. Apple CEO Tim Cook has long been vocal about the potential of augmented reality, saying he believes the technology will make the smartphone “even more essential than it currently is” when speaking with CNBC.
The company is reportedly working on an augmented reality headset to be released in 2020 that would support some iPhone features, like messaging, phone calls, and video, according to Bloomberg. But the company’s current augmented reality offerings live on its iPhone and iPad devices through its ARKit platform, which provides developers with tools for creating AR-enabled apps for Apple’s mobile devices. It’s another sign that Apple is looking to software to fuel iPhone growth moving forward.