Image: Bose
Bose is giving up on its augmented reality project, two years after debuting the idea at SXSW. As first reported by Protocol, employees working on AR at the company have left or were laid off; Bose’s partners were told their apps would stop working in the coming weeks; and the company scrubbed mentions of AR from its website in addition to closing its public AR SDK in April. The main proponent of AR at the company, SVP John Gordon, also left last summer.
“Bose AR didn’t become what we envisioned,” a Bose spokesperson told Protocol. “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…