Basically, Ikea wants to seize on emerging technologies to make it even easier for you to buy its furniture. Valdsgaard said: “The stores are our greatest assets. We have almost 400 of them and we want to complement them in as many ways as possible, through mobile, social media, AR and third-party e-commerce players. One thing will not replace the other, but we’ll try as many things as possible.”
Apple, on the other hand, has been making a concerted push to be a leading player in the AR realm. Bloomberg reported in March that the Cupertino-based corporation has “hundreds of engineers devoted” to building Apple’s AR technologies, “including some on the iPhone camera team who are working on AR-related features for the iPhone.” Now, through Valdsgaard's admissions, it's evident that Apple is intent on using its AR platform as means of forging new business relationships with unlikely partners.