Tim Cook on AR

Mac Format - - APPLE CORE -

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.

Tim Cook is so ex­cited by AR he wants to “yell out and scream” about it.

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