Augmented reality is a big idea like the smartphone, Apple CEO says
“I view AR like I view the silicon here in my iPhone, it’s not a product per se, it’s a core technology.”
In his previous media appearances, Apple CEO Tim Cook had mentioned his particular interest on augmented reality. During a visit to London past week, he re-confirmed his excitement, and gave more clues on how the tech giant sees AR growing in the next years.
“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,” said Tim Cook, speaking to The Independent.
“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,” he continued.
Augmented reality is a core technology
According to Tim Cook, augmented reality is not just a product. He rather sees AR as a core idea that can turn into a global technology like smartphones.
“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 augmented reality 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.”
However Tim Cook suggests it will take some time to make AR as a mainstream feature.
“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.”
New iPhone rumors
Earlier in February, Apple has been granted two new patents on augmented reality. Rumor has it that Apple is getting ready to announce a new iPhone model with the augmented reality feature or a pair of AR glasses this year in 2017.
