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    “Pokemon Go” unleashes its critters in Apple’s AR playground

    By SHOOTUpdated:No Comments1466 Views
    SAN FRANCISCO (AP) --

    "Pokemon Go" is moving into a different dimension on the iPhone, thanks to software that allows the game to play new tricks with its menagerie of digital critters.

    An upcoming game update relies on built-in Apple software called ARKit that gives the iPhone's new ways to serve as a portal into augmented reality.

    AR is a technology that projects life-like images into real-world settings such as parks and streetscapes.

    The new approach, announced Wednesday, adds depth to the playing field and lets Pokemon monsters grow or shrink to fit their environment. The game's creatures will now flee when they detect sudden movement or if players approach too quickly.

    John Hanke, CEO of "Pokemon Go" creator Niantic, believes iPhones equipped with Apple's AR software now offer the best way to play the game.

    That's an ironic twist because Niantic spun out of Google, whose Android software powers most of the smartphones in the world. Hanke played a key role in build Google Maps, one of the most frequently used apps on Android phones.

    Apple's AR technology works on iPhones dating back to the 2015 iPhone 6S, a line-up that encompasses an estimated 200 million to 300 million devices, including iPads.

    "Pokemon Go" has offered an AR option since its release 17 months ago, but Apple's technology is more advanced than what the game has been using.

    Apple is hoping app makers will find compelling ways to deploy its AR tools, helping to hook the masses on a technology that so far has been embraced by a sliver of smartphone users. If AR takes off, many analysts believe Apple will branch out in a few years and release a new line of devices designed specifically for AR.

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    A “Masters” Class In Branding and Fashion

    Saturday, April 11, 2026

    If the world of high fashion has Fashion Week in Milan, with sleek models dressed in avant-garde looks strutting down the runways, then the golf world has the Masters, where players bound down verdant green fairways in azalea-inspired polos, exotic bird prints, the yellows of jasmine and the pinks of the dogwoods.

    Over the last few years, golf apparel companies have begun treating the first full week of April as their moment to shine, unveiling lineups of Masters-inspired drops they hope can capture the attention of those focused on the season's first major.

    The surf-style company Johnnie-O, for example, dips into the Deep South with its classic, understated Azalea Collection. Rhobak likewise offers an Azalea Collection, though with bold flower patterns designed to invoke the feel of being on the grounds of Augusta National. Malbon Golf, meanwhile, offers a "Birds of Georgia" set featuring images of those typically found about the course.

    Yet none of them carry the iconic Masters logo. Or reference Amen Corner. Or use the words "Green Jacket."

    All of those are trademarked by the club — three of nearly 100 trademarks on file — and force outside apparel companies to creatively build their connections to both the tournament and Augusta National without infringing on their intellectual property.

    "Makers of products for mass market dream of becoming a supplier to Walmart. Likewise, high-end brands salivate at the idea of winning a mandate from the Masters," said John Sabino, author of "The Augusta Principles: Timeless Business Lessons from the World's Premier Golf Club." "Apparel companies want to tap into the Masters' high-quality association and leverage the club's exalted brand."

    Yet tapping into that association is... Read More

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