Already here: Metaverse in touch and sound

Abstract This commentary questions two common assumptions underlying discussions of how digital technology can enrich the consumer experience. First, broad conceptualizations tend to accommodate augmented reality and virtual reality under a single metaverse umbrella. This commentary draws attention to differences between the two and to the present‐day prevalence of augmented reality experiences. Second, discussions of the metaverse tend to focus on visual experiences. This commentary draws attention to the impact that augmented reality is having through other senses. I argue that augmented reality experiences are ubiquitous because smartphones and wearables enrich our everyday life with haptic and sonic information.