The technology under the Patent is based on advanced usage of augmented reality in iOS devices. The technology can allow users to tag real world items flashed in a video stream. A user using the feature can easily choose to share it live with a second user as well. An app development company building apps with this tech integrated into the iPhone can create great ad solutions and enriched experienced on real-time map services as well. The technology can also integrate wonderfully with event related apps and provide a whole range of services.
In the mean time as Samsung draws the line with increasing hardware capabilities, the software specs have not been really successful in adding critical value to the overall user experience. In the midst of this if Apple is able to come up with a substantial feature focused entirely on user experience; then the game might change again leading to more apple shipments.