Cook said that unlike Virtual Reality, Augmented Reality allowed individuals to be present in the world. He noted that you don't have to be engrossed in AR to have it be part of your world.
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 AR 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. But 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.
Recent reports have suggested that Apple is planning to integrate AR into the iPhone's Camera app which would explain why Cook has been praising the technology of late.
Cook also talked to the site about his recent Europe trip, challenges that Apple faces, and more. Hit the link below for the entire interview.