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AT & T sells the magical leap in stores

Several years and billions of dollars after first getting Silicon Valley investors thrilled with the virtual reality again, you'll finally be able to go into a store and buy a Magic Leap headset starting next week, AT & T flagship stores in Boston, Chicago and San Francisco will begin performing Magic Leap One Creator Edition.

If you have regretted the rising cost of smartphones every time you go for AT&T to upgrade, Magic Leap One hardware will be a smoother, harder pill to swallow. As with the pre-orders available in August last year, going out of the store with the expected future with magnified reality, costing you $ 2,295, including the portable Lightpack computer and a handheld controller.

Reactions to Magic Leap hardware have been mixed. For years, we have heard random anecdotes coming out of Silicon Valley, boasting hardware like the future of virtual and magnified reality, but there were less than enthusiastic opinions when hardware actually put it in the hands of reviewers who have had experience with Magic Leap's competitors. I actually got the chance to try it on CES 201

9 for the first time some months ago, and while I can see the hardware's potential for certain applications, I probably didn't go away to listen to my own headset.

So why is AT & T creating space in its stores for a $ 2,000 toy that is still mostly a novelty? The company has a long history of embracing bleeding technology. In the 1970s, it experimented with videophone technology long before Apple's face made it common, and recently, it was one of the first airlines to offer the red hydrogen gene phone that promised advanced smartphone photography features it never actually provided. The company apparently has a solid streak of selling hardware that no one wants, but in June 2007, the original iPhone was an AT&T exclusive when it was first available, resulting in thousands of people jumping ship to AT&T just because they could upgrade to Apple's first phone.

Does the operator expect the same influx of new users for Magic Leap? Probably not. Hype for the product has won in recent years after so many delays, but AT&T seems to see it as a selling point for the company's 5G efforts. The portability of Magic Leap hardware is surely a big plus to its competitors that need to be linked to more powerful computers. But I'm not sure that being able to quickly download and access enlarged reality content over 5G is enough reason to leave the house wearing these goggles.


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