Apple's latest product, the iPhone XR, was released internationally this week as a more affordable model in the iPhone range.
It's winning praise from some critics for its fun colour range, better battery life and impressive features; but Apple also hopes the XR proves the company is committed to advancing Augmented Reality and the capabilities which allow it to enhance everyday tasks.
Augmented Reality (AR) has been around for years, but it's constant improvements are a selling point for Apple's XS range, along with the latest phones from the likes of Huawei and Samsung.
The technology blends the virtual world with our environment by layering computer-generated images into real-life surroundings. It differs to VR (virtual reality), which is a fully simulated environment, explored interactively through images and sounds.
AR's most obvious infiltration into smartphones comes as simply as the puppy dog Snapchat filter.
It's also the technology behind the Pokémon Go phenomenon which captivated more than 380 million users from around the world, per day, at the height of its popularity.
The app was an introduction to AR being used within real life for many, showcasing how the software brings two worlds together and teasing the potential for it to advance the way we think, work and play.
For the most simplistic introduction to integrating AR into everyday life, the Measure app allows users to do away with the tape measure and accurately ascertain the size of any object by pointing the camera to its main points.
Apps like Sky Guide and Sky View let users learn about stars and planets by pointing their phones at the sky, and having the app illustrate and label what they're actually looking at.
Then there's Brainapse, a learning tool that aims to explain the anatomy, structure and functions of the human skull and brain.
AR has also advanced the capabilities of gaming; giving classics like The Sims - a huge favourite for many kids in the 00s - a modernised spin that overlays elements of the game on real images of the environment around them.
The iPhone XR was released in New Zealand today and Apple hopes its advanced AR capabilities are a hit with Kiwis.
Newshub travelled to Sydney courtesy of Apple for this story.