Tim Cook Talks About Augmented Reality and HomePod in New Interview

During his one-day tour of Canada, Tim Cook gave an interview to the Financial Post which he used as a way to promote HomePod and Augmented Reality. 

Tim Cook is very bullish about Augmented Reality and has expressed his excitement over the technology numerous times in the past. Apple debuted ARKit with the release of iOS 11 last year that allowed developers to easily add some AR components to their apps. However, despite Cook’s positive outlook, ARKit seems to have failed to take off with its adoption being relatively low among developers.

Nonetheless, the Apple CEO still believes that AR will have a huge impact in the future.

“I believe that AR is the most profound technology of the future,” Cook said in an interview. “It amplifies human performance. It amplifies humans, not substitutes, and doesn’t isolate. I’m a huge believer in it.”

Cook also talked briefly about the HomePod and what sets it apart from the competition. He says that Apple’s experience in integrating hardware and software will set the HomePod apart from similar offerings from Amazon and Google.

“Competition makes all of us better and I welcome it,” Cook said. “(But) if you are both trying to license something and compete with your licensees, this is a difficult model and it remains to be seen if it can be successful or not.”

Additionally, the CEO also emphasized on the sound quality of the HomePod and said that Apple believed that this is one area that was missing from this market. Thus, with the HomePod, Apple is looking to fulfill the demand for those people who want quality music output from their smart speaker.

“We think one thing that was missing from this market was a quality audio experience, a very immersive audio experience,” Cook said. “Music deserves that kind of quality as opposed to some kind of squeaky sound.”

Apple has been heavily touting the music quality prowess of the HomePod. The speaker is packed with audio technology engineered by Apple like real-time acoustic modeling, audio beam-forming, echo cancellation, and more.

[Via Financial Post]

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