Apple CEO Tim Cook: Virtual Reality is 'Really Cool', Has 'Interesting Applications'

Discussion in ' News Discussion' started by MacRumors, Jan 26, 2016.

  1. MacRumors macrumors bot


    Apr 12, 2001

    During today's earnings call for the first fiscal quarter of 2016 (fourth calendar quarter), analyst Gene Munster asked Tim Cook to share his thoughts on virtual reality in an effort to get a hint on whether or not that's a feature Apple is working on for future devices. "What are your thoughts on the VR theme?" Munster asked. "Is this a geeky niche or something that could go mainstream?"

    In response, Tim Cook said that he does not believe that virtual reality is a niche. "It's really cool," he said. "And it has some interesting applications."

    With virtual reality products like the Oculus Rift gaining in popularity, there has been speculation that Apple will release some kind of virtual reality or augmented reality feature in its iOS devices. Apple reportedly has a small team of employees working on exploring the augmented reality field.


    Last week, Apple hired one of the leading virtual reality experts in the United States, Doug Bowman. Apple has also made some recent acquisitions that point towards an interest in VR/AR, including augmented reality startup Metaio, real-time motion capture firm Faceshift, and expression analysis startup Emotient.

    Apple has also filed several patents for virtual reality products over the years, including video goggles, motion-sensing 3D virtual interfaces for iOS devices, and 3D "hyper reality" displays.

    Article Link: Apple CEO Tim Cook: Virtual Reality is 'Really Cool', Has 'Interesting Applications'
  2. Asarien macrumors regular

    Sep 24, 2015
    San Francisco, CA
    There's no avoiding this one like we did with 3D...
  3. nikko1423 macrumors member

    Sep 12, 2012
    An entire article because of 1 casual comment. Yep. I'm on Macrumors :D

    (I like it here, just, this article is funny to me)
  4. Crosscreek macrumors 68020


    Nov 19, 2013
    Late to the party again. Oh thats right.....have to wait until the VR is out for a while so Apple can reinvent it.
  5. teslo macrumors 6502a


    Jun 9, 2014
    in my opinion, AR is currently 'niche' and a mere baby-step towards the unprecedented mainstream adoption of VR (think TV but to the Nth power). AR will just be a feature of VR. these phones-turned-headsets are kinda cool, but almost pointless. i actually think VR has the potential to be the ultimate Apple killer. as in, who needs a company peddling luxury products when you can put on goggles and be using luxury items that no company could feasibly build in reality? really, how often are you staring at your gaming console while you play the latest release?

    tim, don't bother with AR. jump to the meat and potatoes.
  6. musika macrumors 65816


    Sep 2, 2010
    New York
  7. jrlcopy macrumors 6502


    Jun 20, 2007
    IF only there was a decent video card on the mac so it would be supported.
  8. 2010mini macrumors 68030

    Jun 19, 2013
    Meh..... Call me when they create a holodeck
  9. Teugeus macrumors member

    Oct 7, 2013
    That's exactly what VR allows them to do....
  10. HobeSoundDarryl macrumors 603


    Feb 8, 2004
    Hobe Sound, FL (20 miles north of Palm Beach)
    Not quite (a holodeck)... maybe a visual holodeck. If you get shot/punched/hit in a VR experience, you live and don't even show a mark.
  11. Waxhead138 macrumors 6502

    May 18, 2012
    I think the real application of VR that will get it accepted on a more mainstream, stable, practical level is when you see the tech used for training more often. That seems like the most practical use to me that will get it taken seriously in the long term (outside of entertainment / gaming audiences). I think police and military in some areas already use VR for certain types of training, and I can't help but think that trend will continue. My first instinct is that it has to be cheaper to build a software training simulator used w/ VR gear than it is to say, build a mock town to train police and / or military.
  12. Piggie macrumors 604


    Feb 23, 2010
    That's the problem.
    Apple simply don't ever fit decent enough graphics GPU's in their machines.
    I just wish they would, but they are always so far behind with laptop GPU's crammed into the back of a monitor.

    It's my ONE single and only reason for not being fully Apple.
  13. FightTheFuture macrumors 6502a


    Oct 19, 2003
    that town east of ann arbor
    What party? You mean Oculus Rift? The VR goggles that run on 1% of PCs sold?
  14. desmond2046 macrumors regular


    Jun 2, 2015
    Columbus, OH, United States
    I tried the oculus rift at the Detroit auto show (Acura) and it was really disappointing. Resolution is not high enough and the gestures are not as smooth as I hoped.
  15. maxsix macrumors 68040


    Jun 28, 2015
    Western Hemisphere
    Somehow I believe you're right :D
  16. Dilster3k macrumors 6502a


    Jul 20, 2014
    Frankfurt, Germany
    Virtual reality is such a fad, it's too isolative and finicky it won't catch on.
  17. JimmyHook macrumors 6502

    Apr 7, 2015
    And yet that strategy works... see "highest profits in the history of capitalism". You were saying? Hopefully Apple will make it without bulky head goggles. That's what is holding everyone back. Ugly units that are heavy.
  18. samcraig macrumors P6

    Jun 22, 2009
    Not a fad. Definitely a growing market. Glad Tim is "on board" so to speak.
  19. Deuce on the Clock macrumors regular

    Deuce on the Clock

    Jan 9, 2016
    My own universe
    Tim finds virtual reality so interesting because Apple has been operating out of touch with reality. Get back to the basics and core of Apple products and keep it simple again. What was once a cool trend setting company is ho hum and all over the place. They've bit off more than they can chew.
    --- Post Merged, Jan 26, 2016 ---
    Apple: changing the subject
  20. BB8 macrumors member


    Jan 26, 2016
    This is just Tim Cook covering his bases. Apple won't do anything with VR until it can run on cheap ARM processors or Intel's integrated graphics.
  21. Benjamin Frost macrumors 68020

    Benjamin Frost

    May 9, 2015
    London, England
    I don't have the slightest interest in VR.

    Cook said something positive because he is a politically correct liberal who daren't offend anyone, even if that something is a lie. VR is a niche, and will remain a niche.

    Oh for a CEO with a spine.
  22. 2010mini macrumors 68030

    Jun 19, 2013
    worked for them so far.
  23. 4nNtt, Jan 26, 2016
    Last edited: Jan 26, 2016

    4nNtt macrumors 6502

    Apr 13, 2007
    Chicago, IL
    If anyone can build a VR headset with built-in CPU/GPU instead of tethered to a computer it would be Apple.

    Interestingly first person view is not the best use unless you can walk around. Overhead view is much less disorienting and looks absolutely amazing. VR will certainly replace the flat monitor eventually. At current resolutions it is really only good for gaming and interactive stories. If they can up the resolution a bit, I could see it replace laptops.

    --- Post Merged, Jan 26, 2016 ---
    ^ What people say that have never used it before.
  24. jasnw macrumors 6502

    Nov 15, 2013
    Seattle Area (NOT! Microsoft)
    You know what would REALLY be "really cool" Mr Tim? An operating system that Just Works. And I could think of tons of "interesting applications" for such a thing.
  25. tigres macrumors 68040


    Aug 31, 2007
    Land of the Free-Waiting for Term Limits
    Let me tell you something about VR from personal experience. It is the future.

    I spent some considerable time with the HTC product, and it is nothing short of breathtaking. It is immersion into a world of awesome, where time is no variable.

    Apple not being in this space, and quick is shortsighted and a huge miss. Anyone who has not had the chance to play with this is in for a truly life changing experience. Gaming on consoles and iPhones will be a thing if the past.

    It is a monumental leap in alternative reality.

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