Tim Cook on AR
One of the industry’s biggest cheerleaders for AR is Apple’s
own Tim Cook. Speaking to The Independent in February 2017, he said “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.” That means not shutting yourself out from the world, which he feels people would get “sick” of.
We’ve mentioned that he’s compared AR to the smartphone in terms of importance. Here’s what else he’s said about it: “This is one of those huge things that we’ll look back at and marvel at the start of it.” Not the words of someone unsure of its potential. Wondering whether the Watch will soon replace your iPhone? Well, Cook doesn’t think so (at least not yet). Augmented reality, he says, will make the iPhone “even more essential than it currently is.” Panic over, then.