Jul 10 2023

The Augmented Reality (AR) revolution arrives with Apple: legal aspects to take into account

Companies in different sectors will be able to exploit the range of possibilities offered by Virtual Reality and Augmented Reality either internally, for stock organization, warehouse management or distribution, or externally.

For instance, in the e-commerce sector, allowing consumers to try on a particular model of sofa in their living room or try on clothes before making an online purchase.

Although this is an initial investment to be made by e-commerce, it could be a positioning strategy over other competitors, as well as even reduce the number of returns.

The rise of Augmented Reality (AR)

Augmented Reality (AR) is not a novelty, as it has been a recurring theme in the technology industry for the past few years. This technology promised to change the way we interact with the world around us, merging virtual elements with the physical environment.

Recently, Apple unveiled the launch of its new Augmented Reality (AR) glasses.

Apple’s Augmented Reality glasses have generated great expectation as well as controversy, due to the innovative features they promise. These glasses will allow users to visualize information and digital content superimposed on the real world.

From navigation instructions to contextual information about objects and people, the possibilities are vast and exciting.

Relevant legal aspects in the new era of Augmented Reality (AR)

However, along with the promises and exciting possibilities offered by this technology, there are also legal challenges that will need to be addressed.

One of the main challenges is privacy. Augmented Reality glasses could collect a large amount of information about users’ environment and activities. This includes data about the people they interact with, places they visit, and objects they observe.

The collection and use of this information could raise serious concerns about privacy and informed consent.

Both, privacy and security are some of the things that concern people when it comes to new technologies and their development. For example with drone use and privacy issues.

In addition, Augmented Reality also poses challenges in terms of security and liability. While the technology offers new ways to interact with the environment, it can also create distractions and increase risks associated with everyday life.

For example, if users are focused on overlaid digital content, they may neglect real-world physical hazards, which could result in accidents or injuries. This raises questions about who is liable in the event of harm caused by the misuse of Augmented Reality glasses.

It will be necessary to establish clear responsibilities and define rules to ensure the safety of both users and the people around them.

Key considerations before the arrival of Augmented Reality

In addition to privacy and security challenges, Augmented Reality also raises intellectual property issues. The ability to overlay digital content in the real world can lead to situations where copyrights, trademarks or even patents are infringed.

For example, if a user creates and displays a digital artwork in a public place using the Augmented Reality glasses, who owns the rights to that work? Issues could also arise related to the sale and distribution of digital content in the AR environment.

Existing laws will need to be reviewed and adapted to address these new scenarios and protect the rights of content creators.

In summary, the arrival of Augmented Reality glasses from Apple, Google and other similar technologies represents an exciting advancement in human interaction with the digital environment.

However, along with the promises of this emerging technology also come legal challenges that must be adequately addressed. Privacy, security and intellectual property rights are just some of the issues that will require special attention.

In an increasingly digital world, Augmented Reality offers unprecedented opportunities for businesses. From improving customer experience to increasing internal productivity, this technology can transform the way companies operate and engage with their customers. If you are considering incorporating Augmented Reality into your business, do not hesitate to contact us for legal advice.

Our team of experts in digital law can guide you through the implementation of this technology, helping you to overcome legal challenges and make the most of its benefits.