Bose shuts down its augmented reality program

Company cites a lack of demand for Frames smart glasses

Bose has decided to shut down its augmented reality (AR) program, as the technology did not meet expectations for “broad, daily use,” according to a company spokesperson.  The company is ending support for third-party developers in mid-July, and several members of its AR team have left.

Bose’s AR technology used positional audio in different applications, including on-foot navigation and fitness instructions, as well as Frames, its smart glasses offering.

The company’s departure from AR has been in the works for over a year. John Gordon, senior VP and AR advocate, left last summer. Bose has been deleting AR references from the website since April, after shutting down its AR developers’ kit.

Bose has also faced a number of financial challenges. The company planned to close a number of retail stores prior to the COVID-19 shutdown, and the CEO left at the beginning of 2020. 

Several other companies have canceled or reduced development of AR technology. Meta AR sold its AR assets, and Daqri and ODG closed in 2019. Magic Leap is also shifting its focus away from AR.

Featured Resources

BCDR buyer's guide for MSPs

How to choose a business continuity and disaster recovery solution

Download now

The definitive guide to IT security

Protecting your MSP and your customers

Download now

Cost of a data breach report 2020

Find out what factors help mitigate breach costs

Download now

The complete guide to changing your phone system provider

Optimise your phone system for better business results

Download now

Most Popular

16 ways to speed up your laptop
Laptops

16 ways to speed up your laptop

29 Apr 2021
How to move Windows 10 from your old hard drive to SSD
operating systems

How to move Windows 10 from your old hard drive to SSD

30 Apr 2021
Dell patches vulnerability affecting hundreds of computer models worldwide
cyber security

Dell patches vulnerability affecting hundreds of computer models worldwide

5 May 2021