Apple CEO Tim Cook Calls Augmented Reality 'Profound,' Says it Should 'Amplify' Human Contact

Discussion in ' News Discussion' started by MacRumors, Oct 13, 2016.

  1. MacRumors macrumors bot


    Apr 12, 2001

    Over the past few months, Apple CEO Tim Cook has spoken about augmented reality several times, giving us an idea of what Apple might be working on behind the scenes. In a new interview with BuzzFeed News, Cook hints at Apple's approach to augmented reality, suggesting it should encourage, not replace, human contact.
    According to Cook, there is "no substitute" for human interaction, a belief that further lends itself to the idea that Apple is exploring augmented reality experiences over virtual reality experiences. In fact, in the interview, Cook says that while VR "has some interesting applications," he doesn't think it's a "broad-based technology like AR."

    Cook has made many similar comments in recent months. In July, Cook said Apple was "high on AR in the long run" and that the company continues "to invest a lot in [AR]." He said he believes augmented reality "can be huge," and in August, he called it a "core technology."

    In September, when discussing AR/VR, he said be believes augmented reality "is the larger of the two," because it allows people to "be very present," engaging with one another while having other visual things to see.

    According to rumors, Apple has a research team working on augmented and virtual reality, exploring the AR/VR field and investigating how the company could embrace augmented or virtual reality in the future. Apple has reportedly built prototype virtual reality headsets, but Cook's continued comments on augmented reality indicate Apple is more heavily invested in that technology.

    Apple has made several AR-related acquisitions and hires in recent months, purchasing companies like Metaio, Faceshift, and Flyby Media, and according to BuzzFeed, Apple has also recently been attending meetings with immersive content companies like Jaunt.

    BuzzFeed also points out that some of Apple's existing hardware could be part of a future "AR ecosystem," including the iPhone 7 Plus with its dual-lens camera system, the Apple Watch with GPS and accelerometer, and the AirPods, equipped with dual accelerometers, optical sensors, microphones, and an antenna.

    Article Link: Apple CEO Tim Cook Calls Augmented Reality 'Profound,' Says it Should 'Amplify' Human Contact
  2. JOV97 macrumors newbie

    May 28, 2015
    When did apple go from being a proactive company to such a reactive one? :(
  3. rizzo41999 macrumors 6502


    May 27, 2009
    Personally, think he's wrong here. I think he's basing it too much off of Pokemon Go.
  4. BrianKonarsMac macrumors 65816

    Apr 28, 2004
    This explains so much!

    In all seriousness though, I get this dismal feeling that Tim has absolutely no vision... fast to follow and all that. Augmented Reality has been around for how long now? I do agree that it has far more potential than VR, at least in the current state of things (the only people I know who care about VR are the guys who have jobs in that industry).
  5. DarthMoops macrumors regular

    Aug 7, 2010
    Baltimore MD
  6. Szarky macrumors 6502a

    Jul 29, 2010
    Seriously? They're NEVER first, they're always late or last and that's what gives them a huge advantage. See what was a gimmick, what worked and what needed work to be great.
  7. SteveJobs2.0 macrumors 6502a

    Mar 9, 2012
    He seems to be jumping on whatever the cool thing is without contemplating the long term implications for Apple. First they acquired Beats because they figured that it would make Apple seem hip yo and now they figure that they need to get their something AR out whether it makes sense or not.
  8. pika2000 macrumors 601

    Jun 22, 2007
    How do you know? As mentioned, Apple already has an R&D team. These things just don't come out overnight. Real useful VR/AR is not a stupid goggle playing videos.
    Look at Microsoft Hololens, that's where the real technology is, and even today Hololens is still a work in progress.
  9. beren11112 macrumors newbie


    Oct 13, 2016
  10. inscrewtable macrumors 68000


    Oct 9, 2010
    If you're willing to put in a bit of effort then you already have a completely unlimited virtual reality available to you that will never be surpassed. Enter a world where *literally* anything is possible. Does not need any devices but there are devices made to help...

    REM Dreamer
  11. realeric macrumors 65816


    Jun 19, 2009
    United States
    Augmented Reality of Apple = No Macs to be purchased. No major iPhone upgrade in 2016. No new features in Apple TV. Apple Watch with poor battery life.
  12. chrismail627 macrumors regular


    Jan 3, 2016
    Man, Cook seems to be interested in everything in tech *except* computers.
  13. citysnaps macrumors 601

    Oct 10, 2011
    San Francisco
    How do you know this?

    With respect to any technology Apple engineers and scientists are researching and developing, are you really expecting the company to reveal their long term plans with respect to how such technology will/could be employed in future products?
  14. CausticSoda, Oct 13, 2016
    Last edited: Oct 13, 2016

    CausticSoda macrumors 6502


    Feb 14, 2014
    Abu Dhabi
  15. farewelwilliams macrumors 68020

    Jun 18, 2014
    they acquired beats for many reasons other than being "hip"

    you're distracted by the current implementations of AR. remember touchscreens sucked so bad before the iPhone? that's how AR is like right now.
  16. odditie macrumors 6502

    Jan 6, 2004
    When I read comments like this I just wonder what Jobs would say. He always had such an incredible perspective on things that were so insightful and interesting.
  17. CausticSoda macrumors 6502


    Feb 14, 2014
    Abu Dhabi
    That, and "deeply passionate about".
  18. Karma*Police macrumors 68000

    Jul 15, 2012
    Tim should stop signaling what Apple's intentions are. Just keep quiet and announce the product when it's good and ready. Stop giving the competition clues as to where they should be spending their R&D dollars.

    If he were really smart, he'd use misdirection like Steve would occasionally do to keep the competition off balance.
  19. kakabu macrumors newbie

    Sep 29, 2014
    With AR, I guess it is nothing to do with iPhone or mac but Apple wind shield in iCar. It shows useful info while you are driving on the road. It makes sense than mobile or stand still devices.
  20. x-evil-x macrumors 601


    Jul 13, 2008
    Apple to jump into google glass project and make it mainstream?
  21. globalist macrumors 6502a

    Aug 19, 2009
  22. swingerofbirch macrumors 68040

    Oct 24, 2003
    The Amalgamated States of Central North America
    He reminds me of any political candidate who is suddenly thrust into the spotlight and is given one or two simple talking points to which they always revert when they're unable to discuss topics spontaneously.

    He has a few sound-bites about Apple's north star, its DNA, Steve Jobs being the spirit of the company, making the best products, and now this idea that only he seems to think is profound but is really quite obvious, which is that you're more connected to someone if you're not watching a video screen blocking your vision.
  23. kakabu macrumors newbie

    Sep 29, 2014
    No. a car wind shield is a better idea.
  24. stevet macrumors 6502

    Apr 16, 2009
    Apple, when at its best, is reimagining devices and operations that already exist but aren't done right, or can be done better. Between the fiasco that is the Apple Car to this absolutely ridiculous interview/direction that he thinks things are going I am, for the first time contemplating selling my Apple stock. He does not have a clear vision of what he wants the company to do. He hasn't guided anything new out of Apple since he's been CEO and just doesn't seem to capable of doing anything about it.
  25. richinaus macrumors 6502a

    Oct 26, 2014
    I am unsure of this negativity here. As others have said Apple is rarely the first out the blocks with new tech. However they release the most considered version.
    For me, AR is everything moving forward and will be massive. VR good for immersive games or watching 'TV' with a headset, but AR offers more opportunity for a lot of fields.

    Given the size of Apple I am sure they are capable of operating on many levels and how does anyone know on this board what they are and not developing.

    The reactions are odd to say the least. This is exciting news and we still have nice phones, watches, computers etc. to compliment the tech.
    The great thing about technology is that it is constantly evolving. AR has everything to do with the mac, as how is the content developed for the consumer?
    --- Post Merged, Oct 13, 2016 ---
    What Apple Car fiasco? Do you know exactly what they are doing as I don't and no one else does. A 'fiasco' is releasing a product that isn't right. It takes balls to change a direction with a lot of investment already made and the fiasco you mention that may or may not have happened could generate a lot of money for you and your shares. Can you enlighten me what you know that would mean otherwise?

    I agree though that Cook does come across a little indecisive and should keep his mouth shut or say with confidence the direction they are going in.

    Personally I think Apple are in a great position still and have confidence in the company to deliver. For all the complaining on this site, I think the term 'computer' as we know it will die out soon and is purely technological progress.

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141 October 13, 2016