Category Archives: C3 Technologies

How Apple is building a holographic future

3D modeling continues to evolve, and now Apple has acquired C3 Technologies, which uses former military technology to produce photorealistic maps of just about anything. The video above (C3 is a Saab AB spin-off) shows how a plane or helicopter can scan terrain below, to be modeled in 3D allowing future viewers to explore the world from any angle.

What would Apple do with such superb 3D modeling? Rumors abound Apple is preparing to build TVs, and Apple has patented innovative projection technology that would render 3D effects as holograms, no glasses required. The patent, which we’ve explored in detail, would project images that include ambient lighting in the room, so a person standing “before you” would have shadows on her face from the light coming in by the window. Perhaps Apple is planning a holographic future we haven’t envisioned yet.

Ben Kunz is vice president of strategic planning at Mediassociates, an advertising media planning and buying agency, and co-founder of its digital trading desk eEffective.