Tim Cook has never been shy when it comes to talking about augmented reality (AR), or how important he thinks the technology is.
Now that ARKit is officially official, and Apple’s chief executive can talk more openly about Apple’s efforts, those feelings are certainly not going away. In fact, Cook talks about AR even more emphatically these days than he already had been. Which is certainly the case in the latest interview he had with Vogue, where he touches on a variety of different AR-based topics, and how he thinks the technology is going to play a pivotal role for just about everyone in some way or another. Cook goes as far as to say, “I don’t think there is any sector or industry that will be untouched by AR.”
We’ve already seen quite a few companies out there supporting AR in their own way, especially when it comes to entertainment, home furnishings, makeup, and clothing. Being able to use an Ikea app to quickly see how one of their chairs will look in the living room, for instance. And Cook believes that this is just the beginning, saying, ““Over time, I think [these features] will be as key as having a website.”
And AR will have an impact on shopping, Cook believes:
“It will also take some time before we’ll be able to scan and identify other women’s coats on our phones. Cook says the company has no plans to build the giant database of clothes, shoes and other goods that would make it possible. But Apple does plan to support companies who might embark on such an endeavour, he said. ‘We don’t have a plan to collect all of these objects, but I know companies who are working on that for their products,” Cook said. “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]. That will be a part of the shopping experience of the future, it absolutely will.'”
Finally, Cook touches on those rumors about smart glasses, which would rely on augmented reality in a big way. We heard his comments earlier today, where Cook said that the technology for doing smart glasses well is just not there yet. And he reiterated that belief with this interview as well:
“There are rumours 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 said. “We don’t give a rats about being first, we want to be best in creating people’s experiences. Something that you would see out in the market any time soon would not be something that any of us would be satisfied with.”
Cook has made it perfectly clear that Apple will be moving forward with augmented reality, and ARKit makes that a reality. Are you excited about AR features, apps, and services?
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