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Tim Cook: Augmented reality is "huge", like the iPhone

Posted: , by Milen Y.

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Tim Cook: Augmented reality is "huge", like the iPhone

It is has been no secret that, for some time now, Apple has been interested in the practical applications of both VR and AR in mobile. In January of last year, CEO Tim Cook revealed his timid enthusiasm for the future of virtual reality, calling the technology “cool and interesting.” Around the same time, rumors began circulating that Apple had assembled a new team tasked with the development of a VR headset of some sort.

Although Apple's alleged VR project currently exists in the realm of speculation only, last week, a Gear VR-like headset popped up in the Apple Store – the first official product of its kind to be sold by Apple. This further confirmed Apple's interest in the technology, and further incited speculations regarding the company's supposed secretive project.

In an interesting turn of events, amid all the fuss about VR, Apple CEO Tim Cook recently also expressed his excitement in working with augmented reality, calling the technology “a big idea, like the smartphone.”

In a recent interview with The Independent, Cook was asked about his opinion on AR and its possible future implementations in smartphones. He had this to say:

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. I view AR like I view the silicon here in my iPhone, it’s not a product per se, it’s a core technology. But there are things to discover before that technology is good enough for the mainstream. I do think there can be a lot of things that really help people out in daily life, real-life things, that’s why I get so excited about it.


Cook's stance on AR is refreshingly, and somewhat unexpectedly, very positive, but it is evident by his statement that he regards the technology as still in its infancy, which means that we may not see any wide or meaningful implementation of AR in Apple products in the near future.

Curiously, in the same interview, Cook went on to compare AR and VR, visibly favoring the former again as a technology that can bring join the virtual and real worlds together, without the user having to “lock themselves out from the world.”

I’m excited about Augmented Reality because unlike Virtual Reality which closes the world out, AR allows individuals to be present in the world but hopefully allows an improvement on what’s happening presently. 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. With AR you can, not be engrossed in something, but have it be a part of your world, of your conversation. That has resonance.

27 Comments
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posted on 13 Feb 2017, 03:52 4

1. HillaryClinton2020 (Posts: 123; Member since: 08 Feb 2017)


Bravo Tim Cook, well done Apple. Augmented reality is the straight up future.
Good bye Android, hatred will lose, love will win!

posted on 13 Feb 2017, 05:27 9

11. SIGPRO (Posts: 1882; Member since: 03 Oct 2012)


I remember you, why do you keep creating new accounts?
Please take your isheep propaganda somewhere else!
Btw you still look like a girl!

posted on 13 Feb 2017, 08:09 10

17. ScottSchneider (Posts: 336; Member since: 06 Dec 2011)


Tim Cook - Augmented reality is "huge", like the "iPhone Bezels..." :P

posted on 13 Feb 2017, 10:46

26. TechieXP1969 (Posts: 14501; Member since: 25 Sep 2013)


Why cant you just like what you like and be happy with it?

This is an apple article, why are you metioning better stuff?

You sound stupid. Why is Android always om ypur mind?

Cant keep the beat ofd your mind...can you?

The secret lovera of Android.

posted on 13 Feb 2017, 04:06 1

2. Nathan_ingx (Posts: 4319; Member since: 07 Mar 2012)


Another ore refining in the process.
They need to find their own raw material.

posted on 13 Feb 2017, 04:22 2

3. TerryTerius (unregistered)


I get that Apple is usually (understandably) criticized for adopting technology after it has already been proven and brought to market by other companies, but how exactly is it a bad thing for them to be researching augmented reality?

It's kind of like people that criticize other companies for bringing electric cars to market after Tesla. That makes no sense to me, we should be encouraging that.

posted on 13 Feb 2017, 04:24 10

5. Nathan_ingx (Posts: 4319; Member since: 07 Mar 2012)


Because "they" act like an ass after that.

posted on 13 Feb 2017, 05:16 5

10. NoToFanboys (Posts: 2975; Member since: 03 Oct 2015)


There's nothing to hate about Apple, only their blind fanboys and haters.

posted on 13 Feb 2017, 08:26 3

19. xondk (Posts: 1904; Member since: 25 Mar 2014)


Is it bad more work on something? heck no, what annoys me though is them marketing it, and getting a lot of people to believe that what they are saying that they 'made' 'innovated' something when they at best adapted existing tech.

posted on 13 Feb 2017, 04:23 6

4. Pureviewuser1 (Posts: 72; Member since: 28 Mar 2016)


Microsoft beat them all to it.

posted on 13 Feb 2017, 04:37 3

8. Settings (Posts: 2330; Member since: 02 Jul 2014)


Yes HoloLens looks promising.

posted on 13 Feb 2017, 04:28 2

6. Pureviewuser1 (Posts: 72; Member since: 28 Mar 2016)


The more companies adopting ar or vr the better the product due to the competitionand ultimately the consumer will benefit.

posted on 13 Feb 2017, 05:03 1

9. HomerS (Posts: 418; Member since: 19 Sep 2014)


Forget AR, a hybrid device between AR and VR is the future which can do both.

posted on 13 Feb 2017, 10:52

27. vincelongman (Posts: 5068; Member since: 10 Feb 2013)


MR
Mixed reality is both Virtual Reality and Augmented Reality

MR is the endgame, but its also the one that furthest away

posted on 13 Feb 2017, 05:29 3

12. SIGPRO (Posts: 1882; Member since: 03 Oct 2012)


Yes iphone is huge......huge in sheepland!

posted on 13 Feb 2017, 05:54 8

15. Z..... (banned) (Posts: 355; Member since: 01 Feb 2017)


But I fans don't need all these gimmicks.....
Drop down notification
Real multitasking
1080p
Quadcore tricore Cpu Gpu
Multi windows
4.7 or 5.5 inch display

They all bragged and cared about the logo.....

They don't need these Android features.

posted on 13 Feb 2017, 05:49 6

14. Podrick (Posts: 1142; Member since: 19 Aug 2015)


He meant to say Augmented Reality is huge like iPhone's bezels.

posted on 13 Feb 2017, 05:55 3

16. Z..... (banned) (Posts: 355; Member since: 01 Feb 2017)


Only the Apple logo matters.

posted on 13 Feb 2017, 08:10 3

18. SIGPRO (Posts: 1882; Member since: 03 Oct 2012)


Sure ifans would even buy a piece of turd with apple logo on it!

posted on 13 Feb 2017, 08:29 1

20. Z..... (banned) (Posts: 355; Member since: 01 Feb 2017)


The biggest idiot on earth are the iFans. I've never seen Apple in CES in the past 10 years , showing records saying they have the best and forefront technology, but they still are above the rest . Selling thier midrange phone at high price along with chappy materials which bends and tears. Unbelievable how they fooled hundred million dumbass idiots...

posted on 13 Feb 2017, 09:24

24. kiko007 (Posts: 5383; Member since: 17 Feb 2016)


They haven't banned you yet Captain Autism?

posted on 13 Feb 2017, 09:02 1

22. BullDozer (Posts: 29; Member since: 18 Dec 2015)


Meh... There are already working solutions available from other vendors and Apple is light years behind as usual.

posted on 13 Feb 2017, 09:51

25. darkkjedii (Posts: 24906; Member since: 05 Feb 2011)


I love how Cool reps his products.

posted on 13 Feb 2017, 12:06 1

28. pego99 (Posts: 105; Member since: 01 Aug 2012)


I am sick of him.

posted on 15 Feb 2017, 14:17

29. ZeroCide (Posts: 785; Member since: 09 Jan 2013)


Huge like what the HoloLens brings to the table.

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