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Apple betting big on augmented reality, Tim Cook says

by Jacob Kleinman | September 14, 2016September 14, 2016 3:33 pm PST


Apple’s latest keynote came and went without any mention of in-house virtual reality or augmented reality products, but the company says its still interested in both. In a new interview, CEO Tim Cook revealed that the company is particularly excited in AR and continues to “invest a lot” in the technology.

“There’s virtual reality and there’s augmented reality — both of these are incredibly interesting,” Cook told ABC News. “But my own view is that augmented reality is the larger of the two, probably by far.”

He added that AR lets you stay present in the real world, interact with other people and create shared experiences. The runaway success of Pokémon GO has likely also encouraged Apple to pursue the technology, though Cook’s description suggests something a little more passive than the location-based mobile game.

“Augmented reality gives the capability for both of us to sit and be very present, talking to each other, but also have other things — visually — for both of us to see,” Cook said.

Apple’s CEO didn’t dismiss VR either. He noted that it can cut you off from the rest of the world, but adds that it has plenty of useful applications. Cook pointed to gaming and education as two specific examples.

We already know that Apple is working on some sort of AR technology behind the scenes thanks to earlier remarks from Cook. He’s also stated that VR is “cool” and not just a niche product, but there’s still no word on when the company will officially enter either market with a product of its own.

ABC News

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...