Apple CEO Tim Cook Excited About AR Because of Appeal to Both Businesses and Consumers

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During the question and answer section of today's earnings call for the first fiscal quarter of 2020, Apple CEO Tim Cook was asked when he felt that people would feel the first impact of AR on their lives.

Cook said that AR is exciting to him because there are AR uses for consumer applications and enterprise applications, which is a rarity.

There are consumer applications and there are enterprise applications. This is the reason we're so excited about AR. You rarely have new technology that both business and consumers see as key to them.

That's the reason I think it's going to pervade your life - it's going to go across both business and home life. I think these things will happen in parallel. You can go in the App Store and ARKit apps, and enterprises are working on AR.
Apple is rumored to be including new AR capabilities in its 2020 iPhones, through the introduction of a new 3D camera that uses ToF laser technology for measuring the distance between objects, which will make AR apps better than ever.

Apple is also said to be working on some kind of augmented reality headset, which could come out in the next few years.

Article Link: Apple CEO Tim Cook Excited About AR Because of Appeal to Both Businesses and Consumers
 

jayducharme

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I agree with him; it's still early in the game for AR. It has enormous potential but there don't seem to be many apps exploiting its capabilities yet.
 

Relentless Power

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AR doesn’t have a proper grounding yet for others to fully understand its capabilities. It’s combing and Cook has been conversing on this topic for years. The advancements are huge, but the maturity process will take some time for different industries to understand/accept the changes coming.
 

subjonas

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AR usefulness on a screen is limited. AR needs a headset to unlock its true potential, but suitable glasses are very difficult to make. On top of that, if it has any kind of camera (which I don’t see how it can’t), there are the social implications. I’d be surprised if Apple is able to bring these to the consumer market in the near future.

I see much less obstacles for the enterprise market, however. I would buy one for work right now if there was a feasible one to buy. Aesthetics and cameras are of no bearing since I’d only use it in the privacy of work or home. Battery life is not critical for me either, since I can use it tethered at my desk if I need to. It does need to have a good display and be very comfortable to wear, however. But Apple is a consumer company that also sells to enterprise, not the other way around.
 

DeepIn2U

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I groaned when that question was brought up. I'm waiting for 2026 when the response might be decent.
I also groaned when the question was brought. I'm not waiting for 2026 as a major progress of AR. Heck look back to the 80's of Lawnmowerman and compare what you see in that move to what VR gives us today ... heck we having even grasped interactive chairs to go with the controllers and the VR glasses in real-life vs what the movie had/envisioned.

Whomever worked on Apple Campus 1 with the mothership app and the 3D aluminum display really did a great job. But practical applications without real visionary software and use case means it's still a pipe dream and minimal distraction.
 

MartyvH

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I have been using AR for several years in the Star Walk app. Before this, locating sky objects for observing in telescope or binoculars took time to learn, research and bring together several information sources. Having the locations of sky objects immediately in your hand was seen as the pipe dream. An unattainable science fiction utopia. People don't know what their phones can do today!
 
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mi7chy

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Tim Cook wants to invent AR like Al Gore invented the internet. In reality, nobody cares unless maybe if it's hands free and doesn't block your view like HoloLens 2, Glass Enterprise Edition 2, etc.
 

sblemmy

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Tim Cook wants to invent AR like Al Gore invented the internet. In reality, nobody cares unless maybe if it's hands free and doesn't block your view like HoloLens 2, Glass Enterprise Edition 2, etc.
We're currently living in the Netherlands, and I think about this every day. How nice would it be to have glasses that would translate signage from Dutch to English? It's incredibly awkward trying to use the real-time translation on Google Translate holding a phone.
 
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Kabeyun

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AR is still waiting for its killer app that millions of people will use and benefit from.
It has nothing to do with the app. The problem is the hardware. How would AR work in the consumer space? Convince everyone to wear glasses? And simultaneously convince everyone that they don’t need to worry about being constantly recorded? Or is this an occasional cool thing to use when you hold up your iPhone, which I think apps like Yelp already had but it didn’t really take off. I don’t know, but Google failed at this as will Apple unless they’re really working on something we haven’t thought of.
 
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DocMultimedia

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I have been using AR for several years in the Star Walk app. Before this, locating sky objects for observing in telescope or binoculars took time to learn, research and bring together several information sources. Having the locations of sky objects immediately in your hand was seen as the pipe dream. An unattainable science fiction utopia. People don't know what their phones can do today!
I remember using this as a kid. That is one of the nicest uses of AR right now. I also have an app called Peak Finder (I think...not on my iPhone right now) that lets you identify mountains/hills you are looking at. Very useful.

 

turbineseaplane

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Hey, I’m glad somebody is excited about it..

lol

Apple keeps talking about it — and that’s about where the story ends basically (so far)
 

EdT

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AR is still waiting for its killer app that millions of people will use and benefit from.
The problem is that when that killer app shows up people with phones even a year old won’t have the correct hardware or a fast enough processor to run that app. How many years have iPhones technically had AR capability? How many practical, useful apps are there right now? The apps that exist now technically work, but are either slow, inaccurate, glitchy or are gimmicks (adding a dinosaur to live video for example) that are amusing a couple of times at most and then never opened again.

I honestly can’t think of an app that is just screaming that it needs AR capability. Not ‘can AR be added’ but that AR will make it better.
- - Post merged: - -

It has nothing to do with the app. The problem is the hardware. How would AR work in the consumer space? Convince everyone to wear glasses? And simultaneously convince everyone that they don’t need to worry about being constantly recorded? Or is this an occasional cool thing to use when you hold up your iPhone, which I think apps like Yelp already had but it didn’t really take off. I don’t know, but Google failed at this as will Apple unless they’re really working on something we haven’t thought of.
I agree with your post but the number of good and profitable ideas that I haven’t thought of is depressingly large.
 
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triton100

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I agree with him; it's still early in the game for AR. It has enormous potential but there don't seem to be many apps exploiting its capabilities yet.
Once they miniaturise it for glasses it will be the iphone game changer for the next decade all over again.