Tim Cook on Augmented Reality: Stay tuned and you’ll see what Apple has to offer

Tim Cook on Augmented Reality: Stay tuned and you'll see what Apple has to offer

Apple CEO Tim Cook has given one of the biggest hints about the company’s plans to enter the Augmented Reality (AR) and Virtual Reality (VR) space. Tim Cook said he is “excited” about the next-gen technology and asked the world to “stay tuned” for what Apple offers.

Speaking to China Daily USA, Tim Cook was asked about his thoughts on AR and VR and the determining factors of whether the technology would become a hit in the product market.

“I am incredibly excited about AR, and the critical thing about any technology, including AR, is putting humanity at the center of it, and that is what we focus on every day,” Tim Cook told China Daily in an interview.

“Right now, as an example, we have over 14,000 ARkit apps in the app store, which provide AR experience for millions of people around the world. But I think we’re still in the very early innings of how this technology will evolve. I couldn’t be more excited about the opportunities we’ve seen in this space, and sort of stay tuned, and you’ll see what we have to offer,” he added.

Apple has been developing AR/VR headsets since 2015, and media reports claim that the tech giants will unveil the mixed reality headsets by 2023. Cook’s latest comments sort of put a stamp on rumours.

Technology biggies such as Meta, Microsoft, and Nvidia, along with 33 other companies, formed the Metaverse Standards Forum. However, Apple is one of the most prominent names missing from the list.

What is AR?

Apple’s official website explains how Augmented Reality works and claims to have the world’s largest AR platform.

“AR transforms how you work, learn, play, shop, and connect with the world around you. It’s the perfect way to visualize things that would be impossible or impractical to see otherwise,” mentions the website.

“Apple has the world’s largest AR platform, with hundreds of millions of AR-enabled devices and thousands of AR apps on the App Store. And because Apple hardware and software are designed from the ground up for AR, there is no better way to experience AR,” the tech giants write.


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