Snapchat received credit at the recent iPhone X AR release, when Apple announced the two are partnering to create hyper-realistic filters for facial tracking.

Apple gets snappy

Snap Inc. shares rose 2% in the wake of Apple’s announcement, and finished with a 0.07% rise in shares by end of day.

The new iPhone 8, iPhone 8 Plus, and iPhone X will all feature varying capabilities of the latest AR feature developed between Apple and Snapchat.

Each device features a small notch at the edge of the screen, housing the new facial tracking and recognition tech. Improved face mapping and advanced AR filters are just a few of the new additions.

Better ARKit equals better filters

The newly developed Snapchat lenses recognise unique facial contours, reacting and reflecting ambient light for better “masking.”

Snapchat’s object recognition technology and algorithm tech, coupled with Apple’s facial recognition system (developed with ARKit), has created the most advanced facial recognition capabilities to date.

With Snapchat having popularised AR thanks to its pioneering of augmented filters and lenses, Apple is poised to set the next bar.

Advanced facial recognition may be only the beginning with new possibilities for Snap Maps and a myriad of other AR features. The possibilities may be “virtually” endless.

What does the partnership mean to you? Is the Snapchat powered AR of the new iPhones a major selling point to you? Let us know in our comments below.