Bose is shutting down its AR project two years after debuting it

Bose is shutting down its augmented reality (AR) project. Top execs at Bose’s AR project have reportedly left the company and its partners have also been informed about the shutdown.

Bose announced its venture into AR back in 2018 at the SXSW festival. It however had a different approach to AR as it focused on sound and not visual as one would expect from other AR projects. It also launched the Bose Frames AR glasses with built-in speakers. It also has a microphone for calls with support for Siri and Google Assistant voice commands. Bose Frames continues to sell in markets like India where it’s priced at ₹21,900.

Bose’s decision to end its AR project seemed to have started last year, according to Protocol who first reported on the project shutting down. Bose’s former SVP John Gordon who spearheaded the project leaving last summer followed by more of its AR team members who either quit or were asked to leave earlier this spring.

"Bose AR didn't become what we envisioned. It's not the first time our technology couldn't be commercialized the way we planned, but components of it will be used to help Bose owners in a different way. We're good with that. Because our research is for them, not us," Protocol quoted a Bose spokesperson as saying.

Bose is ending support for its third-party AR apps from July onwards. There’s no word on what it plans to do with the Bose Frames but it seems unlikely a new version will show up anytime soon. Bose’s AR project closure comes shortly after the audio company announced it is shutting down all its 119 retail stores in North America, Europe, Australia and Japan.