In order for the augmented reality hardware industry to advance towards the consumer segment, display technology needs to improve. Investors recognize this and they show the money to the AR display manufacturers.
This week alone, AR display maker Akonia Holographics gave its investors a sweet exit through Apple's acquisition. Elsewhere, investors have given Avegant a vote of confidence in funding its consumer-oriented technology.
Meanwhile, marketing teams still find value in existing AR technology for advertising purposes, with American Express and Intel offering the latest examples.  Apple Acquires Akonia Holographics for AR Display Tech & Patents
While Apple may not be willing to publish its roadmap for shipping its supposed augmented reality headset, the company's story tells us another story.
A Reuters report is the acquisition of Akonia Holographics, a company that produces full-color, transparent waveguide displays that shield the right boxes for augmented reality headsets ̵
REALITY BITES: Magic Leap continues to take body wounds from the tech press with CEO Rony Abovitz counter -loche about Twitter . Still, the company continues to pull partners into its corner. For example, Relay Cars plans to adapt its VR car app for Magic Leap One.
Avegant approves $ 12 million for AR displays
The display is one of the most critical components in augmented reality hardware, and on Tuesday, Avegant Corp., one of the companies that make up this component, closed a round of financing $ 12 million to support the development of next-generation AR displays.
Avegant's new financing is particularly good news for his team given the relatively turbulent year company. In February, Avegant reduced its workforce to around 20 R & D employees and retired founder Ed Tang as CEO.
REALITY BITES: According to the XR Industry Survey Report From VR Intelligence, 69% of companies that have adopted Augmented Reality on their farms have benefited from the technology. In addition, 86% of companies that use AR or VR plan to invest more. On another, related front, business consultant Titos Anastassacos describes how companies apply AR to their field sales functions
American Express pats Venus Williams for AR at US Open
Fans at the US Open Tennis Championships in Queens, New York on Monday will have the opportunity to meet tennis star Venus Williams in an American Express sponsored augmented reality game.
Fittingly, Williams' younger sister Serena was recently in a 3D Bitmoji lens from Snapchat in conjunction with another major professional tennis tournament, Wimbledon, less than two months ago
Keep going and read more the AR experience of using American Express and why big sports bring AR into play …  Market Reality: Companies with AR Display Pay Off When Apple Acquires Akonia & Avegant Closes $ 12 Million in Grants ” width=”532″ height=”532″ style=”max-width:532px;height:auto;”/>