When it comes to the major players in AR, Apple has often been left out of the conversation. That’s not going to last. According to a new report from Bloomberg’s Mark Gurman, Apple’s efforts in augmented reality are extensive and well underway. Gurman reports that the tech giant is working on AR glasses, and will also likely add some AR features to the iPhone a bit later down the line. Mike Rockwell, a former Dolby exec who’s been with Apple since 2015, is reportedly overseeing the efforts, reporting to Head of Hardware Engineering Dan Riccio. Other members of the AR team reportedly include Fletcher Rothkopf, who also worked on the Apple Watch, and Tomlinson Holman, creator of the THX audio format. Some veterans of major VR and AR initiatives like Oculus and Microsoft’s HoloLens are reportedly on-board as well. Gurman notes that Apple has been making strategic acquisitions in the AR space, including Maetaio, an AR software company, and FlyBy Media, a specialist in AR-related camera software. Gurman reports that “hundreds of engineers are now devoted to the cause.” You can check out the report here.