Tim Cook: Apple high on AR for the long run

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CEO Tim Cook talked about Apple’s continued interest in augmented reality (AR) during the company’s recent Q3 2016 earnings conference call. The comment came in response to a question from Gene Munster of Piper Jaffray about the augmented reality game Pokémon Go, which has taken the gaming world by storm.

When speaking about Pokémon Go, Cook said that “it’s incredible what has happened there,” noting that the phenomenon is “a testament to what happens with innovative apps.” He then moved to the field of augmented reality confirming that company has invested in the past and “continues to invest a lot in this” now. Cook added that the firm is “high on AR for the long run” because AR “will be huge.”

Tim Cook made similar comments about virtual reality earlier this year saying the technology is “really cool, and it has some interesting applications.” Apple’s interest is more than just cursory with rumors suggesting Apple has assembled a secret research team dedicated to exploring both augmented and virtual reality technology. To further their experience in the field, the Cupertino company also has acquired augmented reality companies such as Metaio, Faceshift, and Flyby Media.