Apple has made Frank Casanova, a long-time senior director of iPhone partner marketing, its first head of marketing for Augmented Reality. The move signifies just how important AR is for Apple.

Casanova has been working at Apple for over 30 years now. He played a key role in getting the original iPhone on carrier stores and striking a deal with them to promote the device. He has also helped develop QuickTime at the company.

Under the new role, Casanova is responsible for all “aspects of Product Marketing for Apple’s Augmented Reality initiative.”

“There’s now a name and face on Apple AR efforts and a person with a track record of working on advanced technology projects at Apple,” said Michael Gartenberg, former senior director of marketing at Apple. “Frank is the ideal person to lead Apple’s efforts in AR.”

Apple stepped up its AR efforts with the release of ARKit in iOS 11. That paved the way for AR apps on the iOS App Store. With iOS 12, Apple has further improved ARKit to offer even more powerful AR apps and games. The company is expected to use a ToF sensor on its 2020 iPhones to further allow developers to create more powerful AR-based apps and games. It even has hundreds of engineers working on an AR headset and operating system similar to Google Glass but with more advanced AR features. It is unclear when Apple plans on launching this product though.

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