Apple’s Next Big Growth Driver May Be Augmented Reality After Acquisitions, TV+ Content Report

Apple’s Next Big Growth Driver May Be Augmented Reality After Acquisitions, TV+ Content Report

(Photo by Christoph Dernbach/picture alliance via Getty Images)



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Apple reportedly will add augmented-reality content to its subscription streaming service Apple TV+, the latest sign the $2 trillion tech giant will use immersive experiences to help drive its next round of growth. The company's stock jumped more than $5 per share in early trading today.

The TV+ AR content is designed to stoke interest in immersive experiences in general, and to attract or help retain subscribers to TV+, which launched last November and has been given away free for a year to any buyers of most Apple hardware.

The service has had a couple of hits, including Emmy-nominated The Morning Show. But it's largely been eclipsed by the