Science

Tim Cook doesn't 'give a rats' about being first to AR glasses

Tim Cook doesn't 'give a rats' about being first to AR glasses

Cook explained that one of the biggest benefits of the iOS ecosystem is how Apple can do the "heavy lifting" by building a framework like ARKit, and then letting developers implement it throughout their apps.

Cook also touted Apple's unique position to completely control its hardware and software ecosystems. "It goes to what Apple is about - the integration of those two things, with the App Store on the server side". I think coding should be required in every public school in the world. Cook said he doesn't think the technology will get there "this year", but he does see a significant role for AR in the online shopping experience - and potential for offline applications, too. So let's dive in to see some more details on what Tim Cook had to say about the augmented reality platform.

Along with announcing the tenth year anniversary edition iPhone X and the iPhone 8 / 8 Plus, Apple also spent a lot of time on stage, during the iPhone launch, talking about ARKit.

"If it were on a different device then you would never have a commercial opportunity, and without the commercial opportunity you'd never have 15 million people that say, "I want to design my passion with AR". In typical fashion, he did not disclose any information about the products that Apple now have in development but he did say that the technology to create augmented reality smart glasses "in a quality way" does not yet exist.

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Cook was recently involved in talks with other app developers where he discussed the current state of augmented reality on the iPhone and provided some insight into the future of AR for Apple. "The field of view, the quality of the display itself, it's not there yet".

But these are examples are just the tip of the iceberg when it comes to the impact AR will have on fashion and shopping in the long-term, Cook indicated. And as with all of its products, Apple will only ship something if it feels it can do it "in a quality way".

While Cook did not deny that Apple was exploring the possibility of making its own AR glasses (leaked patents have long suggested it has something in the works), he added that Apple was not interested in being first to market with such a product. "If you think about companies that offer a fair number of shoes, and [if a customer] sees a shoe and goes I want that one, you just want to point and [buy]. Something that you would see out in the market any time soon would not be something that any of us would be satisfied with".


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