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

It is 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:

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.”



1. HillaryClinton2020

Posts: 192; Member since: Feb 08, 2017

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


Posts: 2817; Member since: Oct 03, 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!

17. ScottSchneider

Posts: 336; Member since: Dec 06, 2011

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

26. TechieXP1969

Posts: 14967; Member since: Sep 25, 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.

2. Nathan_ingx

Posts: 4769; Member since: Mar 07, 2012

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

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.

5. Nathan_ingx

Posts: 4769; Member since: Mar 07, 2012

Because "they" act like an ass after that.

10. NoToFanboys

Posts: 3231; Member since: Oct 03, 2015

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

19. xondk

Posts: 1904; Member since: Mar 25, 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.

4. Pureviewuser1

Posts: 160; Member since: Mar 28, 2016

Microsoft beat them all to it.

8. Settings

Posts: 2943; Member since: Jul 02, 2014

Yes HoloLens looks promising.

6. Pureviewuser1

Posts: 160; Member since: Mar 28, 2016

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

9. HomerS

Posts: 419; Member since: Sep 19, 2014

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

27. vincelongman

Posts: 5748; Member since: Feb 10, 2013

MR Mixed reality is both Virtual Reality and Augmented Reality MR is the endgame, but its also the one that furthest away


Posts: 2817; Member since: Oct 03, 2012

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

15. Z.....

Posts: 355; Member since: Feb 01, 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.

14. Podrick

Posts: 1285; Member since: Aug 19, 2015

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

16. Z.....

Posts: 355; Member since: Feb 01, 2017

Only the Apple logo matters.


Posts: 2817; Member since: Oct 03, 2012

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

20. Z.....

Posts: 355; Member since: Feb 01, 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...

24. kiko007

Posts: 7520; Member since: Feb 17, 2016

They haven't banned you yet Captain Autism?

22. BullDozer

Posts: 159; Member since: Dec 18, 2015

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

25. darkkjedii

Posts: 31594; Member since: Feb 05, 2011

I love how Cool reps his products.

28. pego99

Posts: 121; Member since: Aug 01, 2012

I am sick of him.

29. ZeroCide

Posts: 816; Member since: Jan 09, 2013

Huge like what the HoloLens brings to the table.

* Some comments have been hidden, because they don't meet the discussions rules.

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