Merger and Acquisition

Apple Acquires AR Headset Startup Mira to Strengthen its Augmented Reality Ambitions

• ByStartupStory     |    June 7, 2023

Apple has reportedly acquired Mira, a startup specializing in augmented reality (AR) headsets, in a deal whose details remain undisclosed. Mira, founded by Ben Taft in 2016 and based in Los Angeles, has gained recognition for its AR headsets used by various customers, including Universal Studios for attractions at its Nintendo World theme parks. 

Prior to the acquisition, the startup received investments totaling $17 million from notable investors such as Blue Bear Capital, Happiness Ventures, and Sequoia. The acquisition aligns with Apple’s focus on developing innovative AR technologies and software for creating immersive AR apps, games, and experiences.

Mira, previously featured in TechCrunch in 2020, initially positioned its AR hardware as a user-friendly entry point to the world of augmented reality, with a strong emphasis on consumer applications. However, the company later shifted its focus towards industrial deployments, a market known for its greater profitability.

 According to The Verge, Mira had secured military contracts, including agreements with the U.S. Air Force and Navy. It remains unclear whether these contracts will be maintained under Apple’s ownership. We have reached out to Mira for further clarification on this matter.

Apple’s recent acquisition news comes after the introduction of their highly anticipated AR device, the Vision Pro headset. The extent to which Mira will contribute to Apple’s AR strategy remains uncertain, although reports indicate that Jony Ive, Apple’s former prominent product designer, once advised Mira.

 

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