Pass Apple to hire NASA expert Jeff Norris to create AR products

According to Bloomberg, Apple has hired Jeff Norris to help build its future augmented reality product. Jeff Norris is a well-known augmented reality expert who founded the Mission Operations Innovation Office at the NASA Jet Propulsion Laboratory.

It is reported that Norris will serve as Apple's senior manager and join the AR team led by Mike Rockwell. Previously there were reports that the team was already developing rumored augmented reality smart glasses and AR features for the next iPhone version.

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Norris has worked at NASA's Jet Propulsion Laboratory since 1999. He then founded NASA's Mission Innovation Laboratory to develop human-machine interfaces for space missions. According to Xiao Bian, many of the projects he is responsible for are focused on human-computer interaction, while emphasizing virtual reality and augmented reality.

Norris provided a lecture on augmented reality and NASA's mission-creating lab on his personal website, mostly focusing on augmented reality heads and its use cases. Under the leadership of Norris, the NASA Mission Innovation Laboratory provided astronauts with the Microsoft HoloLens heads-up and developed specialized software to help astronauts explore Mars via HoloLens on the ground. There have been rumors that Apple has been cultivating augmented reality and virtual reality in the past few years, and has established a large number of teams responsible for related projects.

It is reported that Apple has been developing virtual reality heads-up and augmented reality smart glasses, and the products will be launched in the market in the second half of 2018 at the earliest. In addition, there are rumors that the iPhone will be integrated with augmented reality features, may be released in September this year, the iPhone 8.

Apple’s executive director, Cook, has expressed interest in augmented reality more than once. He said in February 2017: "I think AR's market will be very large and very large. I feel excited because AR can do things, and AR can improve the lives of many people."

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