As Once-Hyped Magic Leap Flounders, Agencies Say the AR Market Has Passed It By

The headset startup billed as the future of virtual reality laid off half its workforce this week

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When B-Reel technology director Eric Heaton first came across the Magic Leap headset at the Consumer Electronics Show in Las Vegas a few years ago, it seemed to be a “super intriguing” fix for many of the limitations of augmented reality at the time.

Chris Alick, now vp and creative technology director at Deutsch L.A., also saw the high-fidelity imagery, portability and advanced wearable tech the startup promised as a potential game-changer for the mixed-reality space.




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