Apple CEO Tim Cook on Augmented Reality: 'We Continue to Invest a Lot in This'

[Markoth]

I have no interest in either augmented or virtual reality, and don't believe that either area offers anything of interest to the general public.

That said, Apple have quite a lot of money, so they may feel that they can afford to invest in these areas.

Here's an awesome application for you: an augmented-reality app which businesses advertise their services by simply having the user point their camera at the store front. Or perhaps a restaurant which could allow its users to point the camera at the menu, and get the full details of anything they'd like to try. There are so many options! Hopefully you can see its potential now. It really is awesome tech!

 

[Glassed Silver]

Pokemans? Really, Tim?

I know right? I mean...

At this point, I bet even my grandma would not make that mistake.

Regardless, slightly more on topic: how about continuing to invest in making GPS less battery-eating?
There are many apps and uses to keep GPS on practically all the time, I'd love if my iPhone wouldn't essentially NEED that battery pack every day unless I only have 2 classes in uni.

I hope Pokémon Go makes this a hot enough topic that some R&D is being put into this...

On a related note, whatever happened to that Microsoft innovation where they supposedly calculate the GPS data in the cloud saving on battery usage because apparently all the calculation is what's so battery hungry and constant sending and receiving over cellular is apparently much more energy efficient?

Did anything ever come out of that?
This would be especially interesting, because Apple and Microsoft share their patents.

https://www.microsoft.com/en-us/res...-efficient-gps-sensing-with-cloud-offloading/

Glassed Silver:mac

 

[pat500000]

I wonder if we can capture Tim Cook in Pokemon go game.

 

[sudo1996]

I believe that's because real-world object recognition is terrifically complicated, and programming for such a thing is no mean feat. As AR relies on overlays on the real world, it'll remain in its infancy until object recognition improves.

Of course, when that day comes we must take it as read that surveillance software will be equally capable, and so our privacy will be that much more liable to be diminished.

Technology is a tool, and can be wielded for good and ill alike. Or: be careful what you wish for.

Yeah, I understand that it's very difficult... if you don't have a 3D camera. Maybe the iPhone will soon have a 3D camera to use for AR. Pokémon Go still could do a better job, even with the 2D camera, but it would maybe drain the battery. Anyway, it just wasn't very impressive in the end.

 

[thisisnotmyname]

"Pokemans" It's like talking to my grandma about the game =))

 

[LordVic]

Ok Timmie. Lets see your AR

The problem with Timmy over the last few years, is everytime there's some new thing like this, VR, etc, he comes out at calls "we're on that!" or "we've got amazing things in store for that!"

but he hasn't delivered anything. Apple hasn't lived up to a single Hyperbolic statement Tim has said.

"best product pipeline ever", rinse. Repeat.

sure, he's gotta upsell. but, eventually you have to deliver or people will lose confidence. None of the products he's released have been "run away" success. The Mac Pro "can", the Apple watch, etc. None imho are BAD, but none are worthy of the hyperbole he's delivered

 

[japanime]

Cook, who continually referred to "Pokémon" as "Pokemans,"

Pokemans? Really, Tim?

I've honestly never once heard an American pronounce "Pokemon" properly. So, I'll give Tim a pass.

 

[thisisnotmyname]

I have no interest in either augmented or virtual reality, and don't believe that either area offers anything of interest to the general public.

History will prove you wrong... and not only on this topic.

 

[Jon Smythe]

Isn't this stuff for 8 year-olds?

Apparently not. Today I saw a gaggle of University students with their iPhones plugged into battery packs in their backpacks wandering around collecting Pokémon. At least it gets them out of their parent's basements...

 

[Prof.]

I've honestly never once heard an American pronounce "Pokemon" properly. So, I'll give Tim a pass.

poke-eee-mahn????

 

[thewap]

PokeMON *MON* as in Mon Poke monsieur, Pokemon..

 

[kazmac]

I have no interest in either augmented or virtual reality, and don't believe that either area offers anything of interest to the general public.

That said, Apple have quite a lot of money, so they may feel that they can afford to invest in these areas.

Agreed, but at the rate he's wasting billions on things he thinks will huge, that windfall may not last very long. Sooner or later, these financial purchases will bite them right in the core.

 

[CarlJ]

Isn't this stuff for 8 year-olds?

Yes, it's for 8 year-olds. Only. Once you reach the age of 13 and go through the customary ritual of having your fun chip ceremonially removed, things like Pokémon Go obviously hold no interest. You'll be interested only in global politics and stock market reports, as is normal and expected. Unfortunately, somehow a lot of people made it past 13 years old without having their fun chips removed and these defective people are wandering the world as full grown adults who are still, sadly, having fun. World leaders are expected to get together soon to discuss how best to handle this unfortunate situation.

 

[TLNZstudios]

https://en.wikipedia.org/wiki/QuickTime_VR Look at the release date folks. Just say'n

 

[DevNull0]

Every time something big happens, Timmy says 'hey, we're working on that too.' Yet in 5 years, the only thing out of the pipeline is the watch and different sizes of old stuff. And slower and slower Macs.

 

[CarlJ]

I've honestly never once heard an American pronounce "Pokemon" properly. So, I'll give Tim a pass.

Any chance you could link to a proper pronounciation? I'd be interested to hear such a thing.

 

[Larry-K]

Yes, it's for 8 year-olds. Only. Once you reach the age of 13 and go through the customary ritual of having your fun chip ceremonially removed, things like Pokémon Go obviously hold no interest. You'll be interested only in global politics and stock market reports, as is normal and expected. Unfortunately, somehow a lot of people made it past 13 years old without having their fun chips removed and these defective people are wandering the world as full grown adults who are still, sadly, having fun. World leaders are expected to get together soon to discuss how best to handle this unfortunate situation.

You aren't one of the two guys, in Encinitas, who walked off a cliff playing this, are you?

They still had their "Fun Chips" in, I guess.

 

[Michael Scrip]

It's pronounced:

Chinpokomon

 

[Markoth]

poke-eee-mahn????

You may have been joking, maybe not, but the accent over the "é" makes it make the "e" sound as in words like "mess" or "men", or in the French word "résumé" (yes, that is the correct way to spell it, not that most people do it that way anymore). So the correct pronunciation is "poke eh mahn".

 

[Zaqfalcon]

Isn't this stuff for 8 year-olds?

Not according to the roaming hoards in their twenties and thirties on the interwebs, now in the park over the road from my place...

 

[Cubeeless]

Not satisfactory comments. Just bring the innovation on, not "Pokemans".

 

[echo44]

I suggest many of you haters listen to the conference call! Apple has been considerably increasing R&D expenditure and Tim stated the majority of R&D money is being spent on products that have no relationship to currently shipping products!
He was also asked about Apple TV and stated this is just the very beginning of what Apple is actually planning to do with TV Os . Having been an Apple Junky since the beginning this has always been how apple works they take their time and watch other companies shortcomings and than pounce. Trust me they are about to pounce in a very big and unexpected way.

 

[Kaibelf]

Yeah! Because Jobs and Wozniak never played video games when they're younger. They're very serious people and focused their life to be great.

So you are asserting that Steve and Woz started Apple in their forties? Or are you claiming that when Steve was Tim's age bracket he was more familiar with Halo than Atari?

 

[JosephAW]

How about investing sometime in new Mac Pro & Mac Book Pro models!

 

[Speedy Dingo]

Tim knows all the cool kids call them Pokemans.