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Apple CEO Tim Cook says VR is “cool”… and we already know Apple is interested

by Jacob Kleinman | January 27, 2016January 27, 2016 4:20 pm PDT

Apple rarely comes out and reveals its plans for the future. Instead, it often starts with a seemingly off the cuff comment. Before the Apple Watch ever existed, CEO Tim Cook was hinting that “the wrist is interesting.” Now virtual reality may be getting the same cautious introduction.

Responding to a question during the company’s latest earnings call, Cook suggested Apple could have big VR plans. Here’s his answer when asked if the technology is “geeky niche” or has mainstream potential: “No, I don’t think it’s a niche. It’s really cool and has some interesting applications.”

That’s about as far from an actual product announcement as you can get. Clearly Apple isn’t ready to reveal its own virtual reality product, but we have to assume it’s working on something. Cupertino spent the last few years acquiring VR talent, and the company is expected to get even more aggressive in 2016.

We still don’t know what form Apple’s VR will take. The company could make its own iPhone-powered headset, similar to Samsung’s Gear VR. It could develop a powerful stand-alone device similar to Oculus and Vive, or it could try something totally new.

If history is any indication, it could be another year or longer before Apple makes an official announcement, but we wouldn’t be surprised to see Tim Cook drop a few more hints in the meantime.

Jacob Kleinman

Jacob Kleinman has been working as a journalist online and in print since he arrived at Wesleyan University in 2007. After graduating, he took a...