https://www.cnbc.com/2017/09/08/apples-arkit-will-bring-with-it-a-new-form-of-mobile-advertising.html

Apple CEO Tim Cook is downright giddy about augmented reality. And the world is about to see why.

While virtual reality headsets from Oculus and others have yet to go mainstream, hundreds of millions of iPhones and iPads in circulation are an iOS update away from morphing into consoles that bridge the real world and the imaginary one.