Bloomberg points out that a manager previously responsible for iPhone marketing for carriers, Frank Casanova, has a new title: "Senior Director, Worldwide Product Marketing at Apple Augmented Reality." While Google is turning a blind eye to using AR to improve Google Maps, Apple also has big plans for the technology that could affect the rollout of future iPhones and iPads.
In a world where the profits of iPhones, iPads and Watches have already peaked, adding the flair of reality enhancing features could encourage people to upgrade their phones sooner, if not buy new hardware such as headsets. In the past few years, Apple has made AR's vision as something for use in a shared world with people using virtual objects as easily as real ARKit-powered experiences.
Although LG is promising for a front-facing "time of flight" camera in its next flagship phone that could improve AR, the last rumor of Bloomberg suggests that by 2020 a comparable laser-assisted approach would be possible for the rear-facing camera's of the iPhone.
Putting someone like Casanova in place now is a hint to the importance of AR in the future. Things like Pokémon Go or simple face filters are only the beginning, if everything is in order Dennou Coil it will just be another battlefield for tech giants, and Apple is already preparing.