Mounting evidence suggests Apple, Inc. may be directing its resources toward an augmented reality bid over virtual reality. Tech leaders from the company responsible for the graphics chip in iPhone 7s are jumping into Apple’s graphics processing unit (GPU) engineering team, likely to develop a platform in VR or AR. Meanwhile, Apple CEO Tim Cook has publicly stated on several occasions the company’s “bulllish” on augmented reality. Apple’s “smartphone-centric” strategy and it’s Services business are two possible reasons that AR may end up being the best fit for a company like Apple not wanting to develop an entirely new device to up its tech game.