Snapchat is probably already used to Facebook to copy its functions now, but Apple borrows a page from its playbook is probably a bit more surprising.
But that's exactly what happened because Apple has added custom promotions to its AR Quick Look protocol for web-based AR content that owes some influence to Snapchat's Shoppable AR e-commerce platform.
Now, in browser-based AR experiences on iPhones and iPads with iOS 13.3 or higher, developers can add Apple Pay buttons for direct purchases, custom buttons with other call-to-actions or rich-text banners with extra information.
The update means that retailers can enable customers to immediately purchase what they see in AR via the Apple Pay button. The custom buttons allow retailers to ask customers to add an item to their online shopping cart or look at an associated item by essentially creating an HTML banner embedded with a URL.
Just in time for Valentine's Day, 1-800-Flowers is one of the first retailers to implement the new tool. Customers viewing Valentine's Day specials at 1800flowers.com can view selected products, such as the Enchanted Rose Medley Bouquet, on their own table with an Apple Pay button available to purchase the product.
Other retailers allegedly implementing the new options are Home Depot, Wayfair and Bang & Olufsen.
The customized promotions equate AR Quick Look with Snapchat & # 39; s Shoppable AR, which allows advertisers to add promotions such as buying products online, visiting websites, watching a video or installing / opening apps.
For its part, Snapchat has gained considerable support with its Shoppable AR platform, with Disney, Levi & # 39; s, Kohl & # 39; s, Blizzard Entertainment , Jack in the Box and New Balance at the brands that use the tool in their AR marketing campaigns.
But Apple & # 39; s AR Quick Look, such as Google & # 39; s Scene Viewer for ARCore on Android and the web-based platform of 8th Wall, has the omnipresence of the internet on its side. While Snapchat's daily active user growth over the past year, up to 218 million from the fourth quarter of 2019, is impressive, it pales in comparison to mobile web access, which comes standard with every smartphone and tablet – no app installation required.