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It was in September 2017 when Apple made IKEA a launch partner for its ARKit in the iOS 11 keynote, and all of a sudden the staunchly analog furniture brand was at the vanguard of retail tech. The IKEA Place app let you put digital furniture anywhere.
WIRED UK
This story originally appeared on WIRED UK.
Just a few months earlier, Tim Cook said in an interview that he was so excited about augmented reality that he wanted “to yell out and scream.” He name-checked IKEA and cited buying furniture as a prime example of something that can be completely changed by AR.