Tim Cook has been gushing about augmented reality for quite some time now and it seems that he doesn’t plan on stopping any time soon. He has previously claimed it will become bigger than VR and has even confirmed that Apple is experimenting with it behind the scenes. Now this week, Cook talked a bit more about why he likes AR so much and even believes it will end up being as big as smartphones.
Speaking in an interview with The Independent, Cook explained that “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”.
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“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. With AR you can, not be engrossed in something, but have it be a part of your world, of your conversation. That has resonance.”
Cook then went on to say that much like the iPhone, he believes augmented reality is something that can be ‘for everyone’ and not just one particular demographic: “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”.
KitGuru Says: As someone who owns a VR headset, I can agree that locking yourself out from the world can be off putting at times. On the other side, AR is something that can integrate into your surroundings and everyday life without needing to shut off or set aside time specifically for it. Do you guys think AR devices could be as popular as smartphones some day?