ccording to a report posted by Protocol, Bose have decided to end their ambitious AR plans, likely due to financial trouble heightened by the current world climate.
The Bose Augmented Reality project was originally unveiled at SXSW 18' and was pitched as a platform that would be utilised by developers to create AR that could integrate with Bose' own-hardware, like headphones, glasses and helmets. $50 million was reportedly given to fund the project as well as plans for integration with the Disney Star Wars app.
There were small hints of the rollback on the AR project in recent months. Bose recently closed the public AR SDK to restrict new developers to build apps using the software and slowly over time, the references to Bose AR was stripped from the website.
A Bose spokesperson told Protocol:
“Bose AR didn’t become what we envisioned, it’s not the first time our technology couldn’t be commercialized the way we planned, but components of it will be used to help Bose owners in a different way. We’re good with that. Because our research is for them, not us.”
This will be a blow to both Bose and the community of developers that were looking forward to using the platform.
Along with the AR initiative being halted, earlier this year Bose announced the closing of retail stores in North America, Australia, Japan and Europe. Hopefully they can find stronger footing as we come out of the craziness of the pandemic lockdown.
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