Horribly Written Article Announces Release of Apple AR Device

A website called VR Status, which I assume is operated by intelligent, talented, and well-meaning people who are worthy of love, has broken the news that Apple is set to release an augmented reality headset. What most surprised me about this article was how poorly written it is.

Look, I am as guilty of typos as anyone, and I understand the corners one cuts to get a piece of writing out quickly. Anyone who bothered could dig into my archives and uncover misspelled words, sub-optimal syntax, verb tense snafus, and the occasional dangling modifier. I do not claim to be the best writer in the world. Far from it.

But come on, VR Status. This?

After many rumours and alligation it seems that the news is official now. It is asserted that Apple is readying to launch Mixed Reality goggles, which will be the result of joint work with Carl Zeiss, a German partnership of optics. As a Zeiss affirmed the two renowned companies has collaborated for the upcoming AR smart goggles.

A far-famed blogger and enthusiast of VR Robert Scoble, who just a week ago has firstly made known about this news, has noted that the new Apple device will be ready this year. But this is not officially approved yet by device creators.

Reportedly the new glasses will be runned with iPhones cordlessly. Using Augmented Reality, enjoyers will have a freedom to see various images, as well as other materials with the Apple goggles on.

  1. “Rumours” is either the British spelling of “rumors” or is the title of a Fleetwood Mac album.
  2. It’s “allegations.” Spell-check.
  3. “It is asserted” by whom? Passive construction.
  4. “a Zeiss” what? Spokesperson? Robot?
  5. “has collaborated” > “have collaborated”
  6. What does “far-famed” mean?
  7. “who just a week ago has firstly made known about this news” is word salad.
  8. “runned” is not an actual word in the English language unless you are a toddler.

More problematic is the image used to illustrate the article. I’m going to re-use it here with impunity, because apparently that’s what VR Status did.

augmented_reality_-_heads_up_display_concept

Whoa, is that the new Apple AR headset? One could be forgiven for assuming as much, given that this article purports to be about the new Apple AR headset. And yet a quick Google image search reveals that this same image has been used to illustrate articles about Magic Leap. Is it even an actual device that exists in base reality? Here’s a screen shot of search results for this image:

screen-shot-2017-02-08-at-10-32-00-am

Again, I’m all for a degree of latitude when it comes to the English language. There are typos in books I’ve published. But if you’re going to share fairly ground-breaking news about the VR/AR industry, the least you can do is make sure the article is run through spell-check.

I checked out the About page of VR Status and began to suspect–and I am absolutely not joking–that the site is written by SEO robots. Or maybe it was written in another language entirely then translated with Google translate with zero human oversight. How else to explain the following? “No matter what virtual reality headset do you use VRstatus handy filters will allow you to find the pleasant content which you need the most. Android and iOS applications make it available to reach VRstaus more comfortable.”

And: “VRstatus team is highly motivated and straightforward who is ready to work hard for becoming the largest independent VR market for the upcoming short period of time.”

If you work at VR Status and are reading this, I urge you to please hire an editor. You are endangering your own livelihoods by producing such shoddy content.