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Apple CEO Tim Cook calls augmented reality a “big idea”

by Brandon Russell | February 13, 2017February 13, 2017 9:00 am PDT

Apple may not be competing in the VR market, but the company’s CEO Tim Cook says the company is very interested in exploring the world of AR. Or, at least, he sure sees it as a “big area, like the smartphone.”

Cook’s latest comments come in an interview with The Independent. The CEO has made similar comments in the past about AR, suggesting the company is working on something big.

I regard it as a big idea, like the smartphone. The smartphone is for everyone, we don’t have to think the iPhone is about a certain demographic, or country or vertical market: it’s for everyone. I think AR is that big, it’s huge. I get excited because of the things that could be done that could improve a lot of lives. And be entertaining.

Later in the interview, Cook says he’s more excited about augmented reality because, unlike virtual reality, it doesn’t close out the world. When you wear VR goggles, you can no longer see what’s around you. With something like Microsoft’s HoloLens, users can still see and interact with what (or who) is around them.

Cook goes on to say that VR often makes people ill, unlike AR, which may also be why he holds the technology in such high regard.

“Most people don’t want to lock themselves out from the world for a long period of time and today you can’t do that because you get sick from it,” Cook said.

Is AR in Apple’s future?

More than any other topic, Cook has talked quite a bit about AR, repeatedly saying it’s an area of interest. But just because he talks about a certain market doesn’t mean Apple is working on a product.

If Apple is working on something, it’s just a matter of figuring out how Apple plans on applying AR into its product lineup. Will the company introduce an element to its smartphones? Or will Apple introduce smart glasses?


Brandon Russell

Brandon Russell enjoys writing about technology and entertainment. When he's not watching Back to the Future, you can find him on a hike or watching...