According to foreign media The InformaTIon, Magic Leap is said to be a revolutionary augmented reality technology that may actually be behind the competition for several years, at least not as good as Microsoft's HoloLens.
The report quoted an interview with Magic Leap CEO Rony Abovitz and revealed that the company released a misleading product demonstration that demonstrated the technology last year, and that they are small in ar technology. There was a problem with the chemistry, and it was impossible to transform the helmet-sized bulky device into a pair of everyday-wearing glasses, as Aberwitz had previously claimed.
This statement highlights Magic Leap as the most mysterious startup in the technology industry. Despite its rapid growth in assets, its products are blindly exaggerated, with wild marketing gimmicks and unrealized ambitions.
The company's assets are valued at $4.5 billion, with 1.4 billion investments, including Google, China's e-commerce giant Alibaba, and Silicon Valley giant Andreessen Horowitz. They persuaded the big names in the high-tech and entertainment industry to believe that they have cutting-edge, unprecedented technology that can turn virtual objects into reality and blend with the real world. Magic Leap did not immediately respond to requests for comments.
The company has repeatedly used YouTube videos to showcase its ar technology, showing miniature elephants standing in the palm of their hands, life-size whales jumping out of the virtual sea and falling on the floor of the gym. But at least one of the videos (showing an alien in an aggressive game wearing so-called heads or glasses made from real-world objects) was created by the visual effects studio Weta Workshop. Before today, people thought that Vita was just creating visual assets for the game.
However, The InformaTIon revealed that the entire video was from Vita Studios. However, Magic Leap used it to recruit employees at its South Florida headquarters. “This is a game we are playing in the office right now,†the video describes – an assertion that can never be realized.
Magic Leap product prototype
The InformaTIon received a rare demonstration from Magic Leap that the device is a bulky helmet that requires multiple cables to connect to a desktop computer. The demo product is described as containing components similar to HoloLens, but in some cases, the displayed image is more ambiguous and more erratic than Microsoft's product prototype. Microsoft's HoloLens is now available in the Developer Suite for $3,000 and can be used without a computer connection.
The key to the problem seems to be the so-called fiber-optic scanning display that Magic Leap advocates. It emits laser light through a fiber-optic cable and moves back and forth to draw an image. The company believes that fiber-optic scanning may be Magic Leap's breakthrough technology, shrinking a very expensive hardware to a refrigerator-sized device, which insiders call "the beast."
According to The InformaTIon, Magic Leap has not been able to work with fiber-optic scanning displays, and it has been downgraded to a long-term research project. "You have to make a trade-off in the end," Abewitz said in an interview. However, the company's latest product model seems to have only a standard eyeglass size. It is called PEQ internally, meaning "approximately equivalent to a product," and Magic Leap refused to show it to The Information. Abewitz claims that it is slightly less functional than earlier products, but denies the use of technology similar to HoloLens.
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