After a lapse of 10 years, there are many signs that Google's ar glasses project may make a comeback. In 2012, Google officials announced the "expand reality" glasses project plan. In 2015, only nine months after its launch, the "short-lived" Google project glass completely withdrew from the stage of history; Eight years later, in January 2022, the AR project of Google project iris was exposed by the media. Recently, it was also reported that "Google acquired micro led start-up raxium for us $1 billion, or provided display modules for its ar head display devices". The industry believes that Google is probably going to re-enter the AR track. Google, which has suffered losses, stumbled and paid tuition fees, will it become smarter to set foot on the AR field again this time? I had a big somersault on the AR track In AR track, if Apple is conservative, Google is a radical. Eight years ago, Google paid a lot of tuition for its radicalization due to the "rollover" of AR hardware. In April 2014, Google launched a $1500 Google project glass. According to users who have worn Google glasses, Google glasses are like a small monitor worn on their eyes. Its lens is like a computer display screen, which can display information, such as weather and email. At the same time, it can also take photos. For this kind of Google glasses, the industry has been questioning - high cost, lack of application, invasion of privacy and immature technology are all criticized shortcomings. Apple CEO cook has publicly said that it is difficult to see the attraction of Google glasses, "this kind of AR wearable device will not be popular". "How can you not look embarrassed after wearing it? How can you use Google glasses without damaging eye contact?" Meta CEO Zuckerberg asked after trying on Google glasses. Despite his skepticism about Google glasses, Zuckerberg said he would launch an app for Google glasses in the future if possible. Before Zuckerberg customized the application for Google glasses, it only sold for nine months. In January 2015, Google glasses stopped selling and related projects were shelved. "When Google glasses was launched, the relevant technology was very immature, and the landing logic of commercial applications was not formed." Weng Dongdong, a researcher at the Institute of optoelectronic information technology and color engineering, School of optoelectronics, Beijing University of technology, said in an interview with China Electronics News. The pressure to start again is still not small The short-lived Google glasses not only sounded an alarm to the friends and businessmen who coveted the AR / XR track, but also made Google understand that it is not advisable to ahead layout the hardware and need to wait patiently for the technology and industry to mature. Industry experts said that compared with 8 years ago, the recent technology and industrial maturity have been qualitatively improved. This may be one of the reasons why Google chose to re-enter the game. Taking Google's acquisition of micro led micro display company as an example, its display effect has greatly jumped compared with the solution 8 years ago. It is understood that raxium is a company focusing on the development of single-chip integrated RGB micro led micro display for AR / VR / MR equipment applications. Its customers include global technology leading enterprises. In this regard, the industry interprets it as "Google plans to adopt micro LED display on its latest ar head display device". It is understood that micro LED display has become the choice of high-end AR / VR equipment. Many brands have launched relevant products and concept products, and micro LED manufacturers are also constantly promoting the industrialization progress. Industry experts believe that Google has obviously become smarter this time. "This acquisition of micro display company starts from the upstream of the industrial chain to help Google better grasp the performance and presentation effect of its products." Experts said. Combined with the news that "Google's ar project code named Project iris is expected to come out in 2024", people believe that Google has killed the AR track again this time. According to the information held by the current reporter, in the future, AR track technology giants will gather and even be crowded. In addition to Google, which has not officially announced the AR project, meta, apple, Samsung, Microsoft and other technology giants have successively revealed that they are studying or about to launch ar glasses products, and AR glasses track is about to set off a hot war. At the same time, experts also said that AR wearable devices have certain particularity. In addition to the reserves of technology and industrial chain devices, Google and other brands need to make long-term layout and consideration, and face many challenges. "Ar glasses are more special than standardized electronic products produced by mobile phones, watches, headphones and other assembly lines." Weng Dongdong pointed out that due to the huge differences in individual conditions of human eyes - face shape, eye distance, myopia, hyperopia and astigmatism, these will make users have individual differences in the experience of the same ar glasses. Therefore, consumers have higher customization demand for products such as AR glasses, and manufacturers need to deploy and consider in advance. Other experts boldly speculate that AR glasses may open a new chapter in customized consumer electronics. (Xinhua News Agency)