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Apple CEO Tim Cook Calls Augmented Reality 'Profound,' Says it Should 'Amplify' Human Contact
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Yeah, indeed Apple was the first to market with a MP3 player, a smartphone and a tablet.
First, I don't care about Google. Leave them out of the conversation for sake of sticking to the point.
Starting over again when you know what you want, and know what will work is the key part you seemed to gloss over. Apple started wth the Car not really knowing what they wanted, thats clear from the change of direction.
Are you suggesting (in your other reply) that they haven't been doing anything with cars? When have you ever heard rumors about projects that apple didn't want you to hear about?
http://www.imore.com/bob-mansfield-takes-secretive-project-titan-apple-car-project
FFS this man calls everything profound. Or magical. My suggestion to him would be to browse a thesaurus.
Bob Mansfield taking over Titan is an emergency - a total leap in the dark.
On the conceptual level Apple tries to define what role to play in the automotive market, yet they assign a known implementor to achieve THE result (that isn't defined) in Time (that proposedly slips and slips)
When Apple gets around to doing "profound" AR and VR in a decade or two it will be practically magic.
Stay tuned.
Courage.
Anyway, if even Tim Cook states "it will take some time" and it's not in the "pipeline" this is a thing we will lend to our heirs. Stay tuned.
Tim sounds like someones grandpa desperately quoting old tech news in a bid to sound relevant and hip to the jive.
Tim needs to hide away at Cupertino until Apple has something exciting to talk about, rather than touring China for photo ops.
Tim needs to hide away at Cupertino until Apple has something exciting to talk about, rather than touring China for photo ops.
There's one problem with that. Microsoft is already doing the AR bit with the HoloLens. By the time, Apple gets one out, Hololens will be cheaper and probably redesigned to be more lightweight. And yes, Pokemon Go is actually AR. So is Ingress. More of a 'low end' AR. However, with high end AR like Magic Leap or Hololens, it will take Apple a long time to get to that point. For one, they would need to either beef up the hardware specs all across OR embed AR into the software for the iOS devices.
I'm aware of Magic Leap, although and I'm sure they quite ahead of Apple on this.
Point being is that it's dead obvious Apple would be making a wearable headset such as glasses with HUD for the AR effect to work. Even the watch or the phone is the obvious connection there. Hell, AR is not new and has been around for long time. Even the military, especially the Air Force has them in their helmets. Even portable HUDs with readouts on the windshield of the car has been around for some time now released by at least two companies. They exist. Even Garmin has one for people who ride bikes and for cars with an HUD projection display.
So one has to think how Apple is going to use AR for. It's obvious they will try to monetize it. It's a matter of how Apple is going to implement AR into their ecosystem. Everything they do is almost always tied into the App Store.
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AR isn't super profound since it's been around for some time. Nothing revolutionary about it since the novelty is almost worn out. But VR is very profound of an experience and more immersive than AR.
One profound example of VR is The Void which is a specialized place where you play the games interacting with actual live objects and environments in tandem with the devices. It's quite fascinating seen here:
https://thevoid.com/
AR, on the other hand, got its start when I remember seeing QR codes being used with phones on a low end. Then they did this with illustrated books that had some form of interactivity. Even toys where one had to use the phone over them to see the actual action. Ingress and Pokemon Go are another example of 'low end' AR with a social gaming bent.
Apple will have no choice but to do a 'low end' AR goggle to get it out because the 'high end premium' would take too long and requires powerful specs to pull it off. I suspect the AR part will be software driven in tandem with the iphone camera, watch, and probably glasses connected with Air Pods.
I am 100% with Tim on this. VR is an escape, AR is an enhancement. Both have their uses, but the applications for AR are literally endless. Everyone complaining about old Macs (myself included) has a valid reason to complain, but it's not all Apple's fault when you consider companies such as Intel are shifting the majority of their focus to mobile stuff. They won't give up on the Mac any time soon, even though longer update cycles may become the norm as more of the market shifts towards mobile.
Personally, I think we are about to see some seriously amazing stuff from Apple. If you remember, around the time Steve passed (RIP), they said he had overseen at least 4 years worth of products in the pipeline. I tend to think that the Apple Watch, new Apple TV (with the App Store), new MacBook, and possibly the iPad Pro were some of the last of "Steve's products". The next several years will see the release of some brand new products that Steve was not involved in whatsoever, or "Tim's products". I also tend to think that Steve Jobs himself would not have handed over the reins to someone who was merely a "bean counter" as Tim has often been called around these parts. I believe Tim has more vision and passion than most give him credit for, even if he is not great at articulating that in keynotes and interviews. If you look at some of the recent rumors, and the companies that Apple is buying up (or poaching talent from), there are clearly some really big plays on the horizon, and I can't wait to see them come to light.
Personally, I think we are about to see some seriously amazing stuff from Apple. If you remember, around the time Steve passed (RIP), they said he had overseen at least 4 years worth of products in the pipeline. I tend to think that the Apple Watch, new Apple TV (with the App Store), new MacBook, and possibly the iPad Pro were some of the last of "Steve's products". The next several years will see the release of some brand new products that Steve was not involved in whatsoever, or "Tim's products". I also tend to think that Steve Jobs himself would not have handed over the reins to someone who was merely a "bean counter" as Tim has often been called around these parts. I believe Tim has more vision and passion than most give him credit for, even if he is not great at articulating that in keynotes and interviews. If you look at some of the recent rumors, and the companies that Apple is buying up (or poaching talent from), there are clearly some really big plays on the horizon, and I can't wait to see them come to light.
But does Tim Cook have the imagination to see further into the future?
The point being is that AR is not new. What else could Apple do with AR that's already been done with many companies now? Every time they do a new product, it's usually tied in to the App Store. That much is already obvious. This is not about having imagination to see further into the future. This is about the practicality of AR tech. What practical use does Apple have for AR right now?
Whenever someone makes this type of cowardly and snide comment, lacking substance & usually pretending to "call out" someone for being upset, or angry or whatever- you can almost certainly look at the original post & see that simply isn't true. Like in this case, the op made some claims about Apple being able to lead the market; then backed up his position with specific examples.
The childish & immature response (that I hear in my head as being said in a "sing-song" manner, on a school playground) somehow, even in only being one sentence of meaningless chiding, contains a smart alec opener, ("wow"), a baseless accusation ("someone is pretty upset..."), two insulting adjectives ("fanboy" & "sheep"), then a sneering finish ("lol").
This person responds to other's opinions with the same thought & respect that Trump puts into his responses in political debates! That is to say: none, whatsoever... just blindly lashing out off topic, with strings of unrelated insults.
It's passe to keep saying this but I do miss the Jobs era when he wasn't all over social media and taking a million interviews. To be honest, I don't care what Tim Cook has to say, produce great products first and foremost.
You may be right about Tim. But the watch is an accessory in the way that the iPhone was an an accessory pocket watch.
What? The iPhone was never a pocket watch. While it took the app store to explode the iphone to popularity, it was never just a pocket watch. The same thing happened with the iPod, until they made a Windows version off iTunes it wasn't nearly as successful.
Judging from Apple's customer service these days it could only help if they were to "amplify" human contact...
Name one thing Apple is a frontrunner these days? I can't think of one. You?
Apple can't do nothing with VR because their computers aren't up to it. Premium prized antique.
I hope Cook is seeing the bigger picture because I don't. I thought he was a great leader at first but he seems more focused on profits then tech. ZD-Net put out a nice article about the state of the Mac. I've wrote similar messages many times. I also wonder why People visit the Apple store... What's new there? What is attracting new comers to the mac?
Even the Apple ecosystem isn't competetive anymore. I love OSX above Windows but I hate their aging gear for premium prizes.
http://www.zdnet.com/article/apples-disgracefully-outdated-mac-lineup-is-killing-sales/
Apple can't do nothing with VR because their computers aren't up to it. Premium prized antique.
I hope Cook is seeing the bigger picture because I don't. I thought he was a great leader at first but he seems more focused on profits then tech. ZD-Net put out a nice article about the state of the Mac. I've wrote similar messages many times. I also wonder why People visit the Apple store... What's new there? What is attracting new comers to the mac?
Even the Apple ecosystem isn't competetive anymore. I love OSX above Windows but I hate their aging gear for premium prizes.
http://www.zdnet.com/article/apples-disgracefully-outdated-mac-lineup-is-killing-sales/
Well... I want AI to read it out for me, not redirect to some page, which I can myself go using google (or some other search engine)!
"The point being is that AR is not new."
That's the point? Really?
Once more: Oh noes, Apple should immediately drop researching the technology because, like music players and cell phones in the 1990s, it's not new.
Again, try and use your imagination. It's not that difficult to speculate how AR can be used in conjunction with devices, existing and otherwise, across a wide range of interesting fields and situations, that would be very appealing.
If you could possibly take a minute away from your day-after-day Apple/Cook bashing I'm sure you might be able to come up with a couple ideas on your own. Seriously.
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Personally nothing Tim Cook says inspires me. He has been a CEO making a lot more mis-steps than successes, and honestly if he says things are going to be big going in one direction I will invest and head the other way.
Also Apple needs to put out more and stop being a huge tease. I am tired of this company claiming big things are coming. There is nothing like a Hyperlens or VR product on the side-lines at Apple, so what the **** does Tim Cook know about AR/VR other than seeing what their competition is doing and marvelling at what can be accomplished by OTHER innovative companies. **** most Mac's can't even drive VR, what the hell is he on? And many have tried to bring Augmented reality to phones, and guess what, it really isn't want consumers want because overlaying tidbits of info on a screen while holding a phone up in front of your face is just stupid. Been done, people have moved on, Apple is late to the game if that is what they are hinting at.
The only virtual technology Apple is developing is in Tim Cook's mind when he says big things are coming, and I think that is a desert of innovation to tap into. Personally I think this company is floundering on trying to figure out what the next big thing is and while I would love to eat my words if Apple releases something impressive even in the next 5 years, the reality is that as long as Apple is lead by Tim Cook they will continue to be technically dissapointing.
Also Apple needs to put out more and stop being a huge tease. I am tired of this company claiming big things are coming. There is nothing like a Hyperlens or VR product on the side-lines at Apple, so what the **** does Tim Cook know about AR/VR other than seeing what their competition is doing and marvelling at what can be accomplished by OTHER innovative companies. **** most Mac's can't even drive VR, what the hell is he on? And many have tried to bring Augmented reality to phones, and guess what, it really isn't want consumers want because overlaying tidbits of info on a screen while holding a phone up in front of your face is just stupid. Been done, people have moved on, Apple is late to the game if that is what they are hinting at.
The only virtual technology Apple is developing is in Tim Cook's mind when he says big things are coming, and I think that is a desert of innovation to tap into. Personally I think this company is floundering on trying to figure out what the next big thing is and while I would love to eat my words if Apple releases something impressive even in the next 5 years, the reality is that as long as Apple is lead by Tim Cook they will continue to be technically dissapointing.