Apple has just acquired a German company, SensoMotoric Instruments, that specializes in the process of eye tracking technology. It has become apparent that eye tracking is an excellent way to measure how successful a website layout and design can be, but this can also be applied to business ventures that need to track the efficiency of their ads in both printed and digital formats.

The purchase of this specialized company demonstrates an interest in further developing augmented reality applications and possibly incorporating it into future versions of the iPhone.

What is the potential of eye tracking technology?