This certainly isn’t the first time Cook has highlighted the importance of AR in the future of the digital realm. In an interview with Good Morning America last September, Cook noted that he preferred augmented reality to virtual reality as it kept people grounded in the real world, instead of submersing them entirely in an alternate reality.
He expanded upon that viewpoint in his interview, noting, “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. 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.”
Augmented reality, Cook argues, allows users to integrate technology into an existing world, which has more resonance.
Calling the technology “a big idea like the smartphone,” Cook also spoke of the universal appeal of augmented reality. In the same way that the smartphone can be used by anyone and everyone, Cook believes that AR “could improve a lot of lives and be entertaining.”
And this isn’t just talk from Cook — indeed, Apple has demonstrated its commitment to the technology by hiring a number of experts in the field.
“I view AR like I view the silicon here in my iPhone, it’s not a product per se, it’s a core technology,” Cook concluded. “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.”
Editors' Recommendations
- OLED vs. LED: Which kind of TV display is better?
- Ford’s new Shelby GT500 Mustang will have 3D-printed brake parts
- HDR TV: What it is, and why you’ll want one
- Driverless cars can only take you so far. This is how smarter cities are being built
- Walmart stocks its stores with VR training for its employees
