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Augmented Reality

Tim Cook's Wants to See Augmented Reality Everywhere

Tim Cook
The People Behind Apple
October 11, 2017

In a new interview with Vogue, Tim Cook embraces augmented reality (AR), believing the technology will soon become a must-have feature on websites. The Apple CEO also shot down rumors his company would be releasing smart glasses anytime soon.

According to Cook, AR-enabled websites will soon become mandatory, regardless of the industry. He explains “I don’t think there is any sector or industry that will be untouched by AR.”

Given this was an interview with Vogue, Cook did note fashion is one of those industries where AR could take off soon.

Last month, Ikea and Anthropologie released new versions on their apps that allow customers to see how a new chair or lamp might look in their living rooms – and in the latter’s case, even sample different fabrics and colours. “Over time, I think [these features] will be as key as having a website,” Cook said.

One area associated with AR that isn’t ready for prime time is smart glasses. Saying “we don’t give a rats about being first,” the CEO says:

There are rumors and gossip about companies working on that, and we obviously don’t talk about what we work on. But today I can tell you that the technology itself doesn’t exist to do that in a quality way.

Cook’s embrace of AR shouldn’t come as much of a surprise. Afterall, the company did introduce an ARKit for iOS 11.

For more AR headlines, see: