American Vogue together with Apple have created an augmented reality app available only in the latest iPhone X (December 1st)
The new app developed will be similar to Snapchat or Instagram, but the users will be able to use it from the moment they install Vogue’s app and iMessage.
Vogue adopted Apple’s ARKit technology — which enables product designers to generate augmented reality experiences — to cover trends from the Spring/Summer 2018 season, such as a “21st-century spin on disco glamour”, over the user’s environment, creating an immersive model that can be downloaded or sent as a message.
“This is experimentation, leveraging technology and pushing our creativity in new ways,” said Arlie Sisson, vice president of emerging products at Condé Nast. “It’s unexpected, but it makes sense because [leading] is what we do best.
To be sure, this is likely the first of many AR-powered products embraced by Condé Nast and competing publishers eager to engage the reader in new ways. “Over time, I think [these features] will be as key as having a website,” Apple’s chief executive Tim Cook told British Vogue in an October interview.