At the same time as Google was updating their virtual reality plans (read Google’s big bet on Cardboard), Apple was quietly buying Metaio, a company specializing in augmented reality.

Augmented reality is a different take on virtual reality. Rather than create an immersive virtual world, augmented reality adds virtual layers on top of the real world. The Cardboard world is strictly built for the Cardboard headset. Augmented reality can do its thing in a headset, but it also works just as well on your iOS device’s screen.

From the linked 9to5mac article:

Earlier this week, we reported that Apple is working on an Augmented Reality feature for a future Maps update, and it is likely that this acquisition will play into that.

The company’s technology also opens up the door for virtually trying on clothing and such in stores, and Apple has been working on ways to allow people to virtually try on goods such as the Apple Watch.

To get a real sense of the technology Apple just bought, take a look at the Metaio demo reel below.