Not sure the average person can tell you what metaverse is, says Tim Cook

Not sure the average person can tell you what metaverse is, says Tim Cook

Apple CEO Tim Cook is not a big fan of the metaverse and favors augmented reality (AR) instead. Speaking to Dutch daily Bright news, Tim Cook said people have not completely understood the metaverse technology.

Metaverse has been the buzzword for quite some time now, with many tech giants actively participating in understanding and bringing the technology to the people. In June, tech biggies such as Meta, Google & Alibaba were among 36 companies to form a Metaverse Standards Forum to establish interoperability standards.

Last year, Facebook changed its name to Meta to signal a shift in direction for the technology consortium.

However, Apple does not use the term metaverse around its products.

“I always think it’s important that people understand what something is. And I’m really not sure the average person can tell you what the metaverse is,” explained Cook to Bright.

“It’s [Metaverse] something you can really immerse yourself in. And that can be used in a good way. But I don’t think you want to live your whole life that way. VR is for set periods, but not a way to communicate well. So, I’m not against it, but that’s how I look at it,” Cook added.

Tim Cook further that AR technology is “profound” and will affect everything in the future. Apple has been developing AR headsets since 2015.

“AR apps are already in the App Store, but the possibilities will go much further. I think AR is a profound technology that will affect everything. Imagine suddenly being able to teach with AR and demonstrate things that way. Or medically, and so on. As I said, we are really going to look back and think about how we once lived without AR,” said Cook.


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