‘AR as a feature’ is the best use of AR tech right now, and Amazon gets it

ARKit’s release in 2017 unleashed a new category of mobile apps and created a greenfield for mobile app developers. The more than 1,000 AR apps already in the App Store cover a wide range of developers, from big corporations like the NBA and Ikea to indie game developers and independent hackers.

In addition to creating new standalone apps, both Apple’s ARKit and Google’s counterpart, ARCore, offer developers and companies an opportunity to engage users of their existing apps with new AR features. But it might be better to approach this tech as “AR as a feature” — not as the end-all, be-all of the app. It is important to note that while AR is a hot topic that’s quickly gaining momentum across industries, it doesn’t necessarily mean you have to use it in your branding. Depending on your core audience, it could be could be confusing for those unfamiliar with the technology, and by engaging users through multiple potential entry points, users immediately understand the value of the feature.