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Apple’s Cook repeats benefits of AR in interview, says AR glasses tech not mature

.@Apple's @Tim_Cook repeats benefits of #AR in interview, says AR glasses tech not mature

  • Apple CEO Tim Cook continued his European tour on Tuesday with an interview discussing the benefits of augmented reality and ARKit, which with iOS 11 and a slate of new iPhones has become a major focus for the Cupertino tech giant.
  • As he has done in the past, the executive likened AR to existing successful Apple technologies like multitouch on iPhone and the App Store.
  • Aside from oft-repeated platitudes regarding AR’s potential, Cook offered a glimpse at what Apple might be investigating in terms of expanding the technology beyond the iOS ecosystem.
  • Of note, Cook was asked about the possibility of Apple branded AR glasses or goggles, perhaps a device similar in form to Microsoft’s HoloLens mixed reality headset.
  • Apple has long been rumored to bring a pair of glasses to market, though rumors have shifted the device from a VR delivery system to AR since the company thrust itself into the augmented reality market.

Apple CEO Tim Cook continued his European tour on Tuesday with an interview discussing the benefits of augmented reality and ARKit, which with iOS 11 and a slate of new iPhones has become a major focus for the Cupertino tech giant.

Apple CEO Tim Cook continued his European tour on Tuesday with an interview discussing the benefits of augmented reality and ARKit, which with iOS 11 and a slate of new iPhones has become a major focus for the Cupertino tech giant.

In a rambling interview conducted by The Independent, Cook mostly echoed statements and commentary dating back to this year’s Worldwide Developers Conference, when Apple introduced ARKit to the world.

The Apple chief has since sat down with multiple publications to discuss the tenets of AR, with a keen eye on what Apple brings to the table in terms of iOS and its massive installed user base. As Cook has said, and reiterated in today’s interview, iPhone became the world’s largest AR platform overnight when iOS 11 launched last month.

Just as important is ARKit, a customized toolkit of APIs with tight hardware integration that allows developers to roll out quality AR apps with relative ease.

Cook views AR as an important, but still gestating, technology that promises to touch everyone and everything. As he has done in the past, the executive likened AR to existing successful Apple technologies like multitouch on iPhone and the App Store.

“Think back to 2008, when the App Store went live. There was the initial…

Apple’s Cook repeats benefits of AR in interview, says AR glasses tech not mature

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