Apple last week introduced AirTag, “a small and elegantly designed accessory that helps keep track of and find the items that matter most with Apple’s Find My app”.

AirTags also go beyond being a helpful way to find your keys or wallet by being potentially an important link into the metaverse – the symbiotic joining of physical and virtual worlds.

Once you can connect people and things in the physical world beyond images taken from satellites then it becomes easier to create the equivalent of digital twins in the virtual one.

Mixed, augmented or virtual reality is already here as the industry moves from the trough of disillusionment after years of earlier hype. Surgeons have been using the Microsoft HoloLens in operating theatres since 2018, while cyclists can use Raptor, a combination of a cycling computer and an AR system.

And the deals are starting to flow again.

Holoride, a two-year-old, mixed reality in-vehicle media platform spinoff from car maker Audi last week raised €10m in its series A round led by Sweden-based software development company Terranet.

Corporate-backed deals in VR & AR content 2011-21