Apple Eyes Windshield With AR Capabilities
The tech giant has applied for a patent for the infotainment creation.

Unlike a simple heads-up display that merely projects information, Apple's proposed AR display could recognize physical reality and create graphics that interact with it.
IMAGE: Pixabay
Screens on phones, computers and car dashboards never seem to be big enough. Apple is on the move to do something about that, at least in your car.
The tech giant recently applied for a patent with the U.S. Patent and Trademark Office for a windshield with augmented reality capabilities. The application indicates Apple has worked on the technology since 2015, though the application was published this month.
AR overlays digital imagery over the real world using various display technologies. Unlike a simple heads-up display that merely projects information, AR display can recognize physical reality and create graphics that interact with it, according to an article by The Drive.
The patent application says Apple's AR system would use various sensors to gather information about the environment to create a three-dimensional image of the car's surroundings. Data from a variety of cameras, including visible light, infrared, ultrasonic and light-based scanning devices, would help create the image, The Drive reported.
According to the application, the technology also would rely on geographical positioning and radar devices to develop 3D imagery. It suggests many uses for the technology, such as highlighting signs with relevant information, revealing navigation destinations when view of them is obstructed, The Drive reported.
Patent documentation also shows that the AR system may display simulated speed bumps if a motorist drives too fast. The AR system and car suspension might even work together to do so, according to the article.
The patent lacks details about how the technology would practically function, reported The Drive, pointing out that displaying a small heads-up display at the bottom of a windshield is vastly different from turning the entire windshield into a good-quality AR display.
More Dealer Ops

Ladies and Gentlemen, This Is a Dealership: Why the Fundamentals Still Decide Who Wins
A teaching moment by a legendary football coach happens to apply perfectly in the auto retail space. Learn what it is and how to use it to your store’s advantage.
Read More →
Timing the Market Can Hurt Long-Term Program Performance
For dealer-owned reinsurance entities, avoiding volatility entirely can mean falling behind inflation and missing market rebounds that drive long term surplus growth. Missing just a handful of strong market days can materially impact cumulative returns—an important reminder for long horizon trust and investment strategies.
Read More →
Dealer Ads and the FTC
The agency has made it clear in recent enforcement actions and warnings, in auto retail and other industries, that advertised prices must include all nonoptional costs to the consumer.
Read More →
Used Autos Supply Dwindles
The March shopping surge, despite high prices, cut into inventory by the most since the thick of the pandemic, Cox Automotive analysts calculated.
Read More →
Managing Risk Effectively Through Changing Times
The variables influencing risk pricing have changed significantly over the past five years. Being proactive and responsive to emerging trends is not optional but essential.
Read More →
Survey Reveals What Won't Fix What's Breaking Car Sales
AutoPayPlus says extra-long auto loans are trapping consumers and threatening the dealer trade-in cycle, and that the industry is leveraging the wrong tools to combat high MSRPs.
Read More →
IA American Appoints Two Execs
Senior vice presidents of the company's agent and dealer channels chosen to support general agents and help auto dealers with sales and performance.
Read More →
Cox Automotive Acquires Inspection Firm
Full ownership of Alliance Inspection Management, or AiM, meant to unlock growth for Manheim inspection capabilities
Read More →
Assurant Expands Partnership With Holman
Extended collaboration delivers training, products and performance development to 30 newly acquired Holman dealerships
Read More →
Franchises, Throughput Down in First Half
A handful of states see franchise growth through June, while EV sales per store boost overall business in U.S.
Read More →