Even without consumer-focused HoloLens, Microsoft must market AR sooner than later

Xbox head Phil Spencer recently stated that a consumer-ready augmented reality (AR) headset like Microsoft's HoloLens is at least five to 10 years away. If that's the case, what should Microsoft do in the meantime?

Spencer said:

"I think we're five to 10 years away from a true untethered device that's at a consumer price point that has the fidelity of experience and the kind of ease of use that you need to get to scale.

The good news is Microsoft seems committed to realizing its "holographic computing for everyone" vision. The bad news is that five to 10 years without a consumer-facing AR device in the market could be disastrous for Microsoft's mindshare among consumers.

Apple's ARKit for iOS 11 will bring augmented reality to hundreds of millions of iPhone and iPad users beginning this fall. Though crude, cumbersome and elementary by HoloLens standards, it is "AR" nonetheless.

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