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Layar unfortunately hasn't revealed which manufacturer it has made a deal with, but the implication seems to be that Layar will be pre-installed on many of the phones made by a major manufacturer in several regions — no app store or download necessary.
Last year, Layar was one of the first full-featured augmented reality apps to debut on both Android and the iPhone. It's actually a platform for third-party augmented reality developers; they can develop "layers" for the app displaying all sorts of information as an overlay on the image of the real world you get when you point your phone's camera at things around you.