Apple is searching for its next killer product, and hopes an augmented reality headset might fit the bill.
A new report from Bloomberg suggests the Cupertino giant is developing the technology for an augmented reality headset, and could even start shipping the device by 2020.
Bloomberg, which claims to have spoken with "people familiar with the situation," suggests the headset will have its own display, as opposed to using an iPhone as its screen.
It will also reportedly run on an all-new chip and sport its own tailored operating system. While Bloomberg's sources say the product might be unveiled in 2019, they also note that development timelines are "very aggressive" and could still change.
Although it declined to comment on the story, Apple has made no secret of its desire to harness augmented reality technology, with company CEO Tim Cook publicly praising the nascent tech.
"We're already seeing things that will transform the way you work, play, connect and learn," he said in a recent company call. "Put simply, we believe AR is going to change the way we use technology forever."
The firm also recently introduced ARKit, a new framework that allows devs to easily create augmented reality experiences for iPhone and iPad, and said the iPhone 8 is the first smartphone designed with AR in mind.