The demonstration shown on the video of iOS 11’s ARKit was of the forthcoming Ikea app, with the users placing armchairs in the studio.
“We’ve taken the complexity that developers would have to do in their apps and made it simple for them to convert all of their apps to an AR experience.”
“In one day, we can make AR available for hundreds of millions of people,” said Cook. “That will happen in a few hours from now.”
“This is a day to remember,” added Cook. “This is a profound day.”
So, it seems they’re taking it pretty seriously.