I like Qualcomm’s latest move, bringing their augmented reality developers toolkit to iPhone, even though the iPhone doesn’t use any Qualcomm chips. It’s smart business, for three reasons:
- Qualcomm understands that software tools and platforms that work with a single hardware platform have a limited market. On Windows, would you write for the Direct X API or the native graphics chipset API? Answer: DirectX. Qualcomm is trying to control the future AR consumer experience by controlling the tool set used to create that experience. In doing so, they can advantage their own chipsets.
- Qualcomm is making it easier for developers to make a living using their tool set. By enlarging the market for the developers products, they’re making the use of the Qualcomm tool set more attractive.
- Qualcomm is also creating a future potential customer in Apple. Apple may not buy Qualcomm’s chips today, but hopefully they will if Qualcomm can become a dominant graphics software supplier on the iPhone handset.
Someone’s thinking in San Diego.
- Qualcomm to Release Augmented Reality SDK for iPhone (socialtimes.com)
- Qualcomm brings Augmented Reality developer tools to iOS (9to5mac.com)