Apple CEO Tim Cook Says Augmented Reality is 'A Big Idea Like the Smartphone'

Apple CEO Tim Cook Says Augmented Reality is 'A Big Idea Like the Smartphone'

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In a recent interview with The Independent, Apple CEO Tim Cook once again touted the importance of Augmented Reality, comparing its significance to that of the smartphone.

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.

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Apple CEO Tim Cook Says Augmented Reality is 'A Big Idea Like the Smartphone'

Yeah - February 12, 2017 at 3:26pm
Headphone jack was a big idea............
H - February 12, 2017 at 11:52pm
You know what's an even better idea? Wireless charging and a non exploding phone.
Muhis - February 11, 2017 at 7:10am
whatever TimCook says .... just go the opposite and you will Find Success! I really like the idea that he is living in lala ...bla bla bla Land! what a waste on money he is leading Apple to its end of time!
PaulieP - February 11, 2017 at 5:42am
Fire Tim Crook!
Ohio - February 11, 2017 at 4:36am
"A big idea like the smartphone" wow. What a deep quote. He really knows how to woo the stock holders. I don't think the smartphone was really an idea. It was just a phone that had all the technology and features that people like me knew they wanted since the computer was invented before I was even born and just wanted someone to make it.. kind of like I want a flying car and when someone takes the time to make it work I'll buy it. But way easier than a flying car. Now he is riding the wave of the iPhone to try to convince people he is good. Luckily jobs took the smartphone that wasn't an idea and just made a really really nice quality phone that happens to be called smart. Jobs learned how to leverage emerging technology into near perfect products and became very talented at using technology to give people what they want and beat everyone else at it. Cook is just lost. The Watch, the VR, the self driving car.. he sure loves jumping on the bandwagon. How about he work on smart homes. That's something I know I want a LOT more of. A hell of a lot more than strapping on a headset.
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