Apple CEO Tim Cook: Technology Doesn't Exist to do AR Smart Glasses 'In a Quality Way'

Discussion in ' News Discussion' started by MacRumors, Oct 10, 2017.

  1. MacRumors macrumors bot


    Apr 12, 2001

    Apple CEO Tim Cook recently sat down for a wide ranging interview with The Independent alongside several app developers where he discussed augmented reality in its current incarnation on the iPhone and provided a bit of insight into Apple's plans for future devices that could potentially take advantage of augmented reality, like smart glasses.

    As is typical, Cook refused to comment on products Apple has in development, but when questioned about the topic, he said the technology to create a pair of augmented reality smart glasses "in a quality way" does not exist today.
    Cook went on to say that Apple will only ship a product that's the best, reiterating that the company doesn't care about being first to new technology. "We want to be the best and give people a great experience," he said. "But now anything you would see on the market any time soon would not be something any of us would be satisfied with. Nor do I think the vast majority of people would be satisfied."

    Google Glass augmented reality glasses

    Rumors have suggested Apple is working on a pair of augmented reality smart glasses and has experimented with multiple prototypes, but based on both Cook's statement today and past rumors, a wearable Apple-branded augmented reality product is still a ways off.

    Recent information has suggested augmented reality smart glasses are at least a year away or longer, with Apple aiming to figure out the "most compelling application" for an AR headset.

    Though the technology does not exist today in Cook's opinion, he did provide some hope for a future AR wearable from Apple. "Most technology challenges can be solved, but it's a matter of how long," he said.

    The rest of Cook's interview, which can be read over at The Independent and is well worth checking out, focuses heavily on ARKit and augmented reality. As he has done many times in the past, Cook said AR is huge, will be used by everyone, and will take off much like the App Store or multi-touch functionality.

    Article Link: Apple CEO Tim Cook: Technology Doesn't Exist to do AR Smart Glasses 'In a Quality Way'
  2. vertsix macrumors 65816


    Aug 12, 2015
    your company has $200 billion in the bank though like make the technology
  3. HardRain macrumors regular

    Mar 31, 2012
    Tim Cook "We are not working on any smart glasses.." Behind closed doors- "so how are the smart glasses coming along?"
  4. JaydenWalter macrumors newbie


    Jul 4, 2017
    In 3 years time when they announce the product, Apple will say that they have been developing this techonlogy over the past 10 years...
  5. meboy macrumors regular

    Apr 12, 2012
    It's the future but we can't do it now.
    We can make a smartwatch now and you dummies will buy it. So voila.

    You're true motives are crystal clear to anyone that's not an idiot.
    Don't tell me the first gen watch, rMB. we're quality.
  6. Relentless Power macrumors Penryn

    Relentless Power

    Jul 12, 2016
    This technology is a maturity process and when the time is ready, this looks to have some interesting advances. I think it will be at least 2019 by the time we see anything.
  7. Kaibelf macrumors 68020


    Apr 29, 2009
    Silicon Valley, CA
    How about you do it and let Apple decide what to do with their money?
  8. OneMike macrumors 603


    Oct 19, 2005
    So in other words. We’ll take credit for creating it in a few years
  9. iapplelove macrumors 601


    Nov 22, 2011
    East Coast USA
    Seriously though, who really wants to wear those glasses, ever?
  10. polterbyte macrumors 6502


    Sep 24, 2012
    Apple doesn't rush. It doesn't always deliver, but when it does, it's done right, even if it takes longer. I've tried Holo Lens recently, and I agree about the lack of quality: the image quality is lacking and the thing is ugly and bulky to an ungodly extent.
  11. DeepIn2U macrumors 603


    May 30, 2002
    Toronto, Ontario, Canada
    Bingo! Lol.

    Let’s see how their UI team is working on culturally universal gestures.

    E.g. bidding our heads side to side in the western world is generally accepted as “No” but within India and Pakistan it’s not the same. It’s more like I haven’t decided yet or I’m thinking or considering.
  12. Speechless macrumors 6502a

    Mar 5, 2015
    Non-gentrified Brooklyn.
  13. masotime macrumors 68020


    Jun 24, 2012
    San Jose, CA
    Probably mean “matter”.
  14. Zombie Acorn macrumors 65816

    Zombie Acorn

    Feb 2, 2009
    Toronto, Ontario
    Innovation is hard, Timmy is only good at iteration.
  15. masotime macrumors 68020


    Jun 24, 2012
    San Jose, CA
    Money does not give one magical powers. If it did, why does Apple not make all the OLED panels (and flash memory for that matter) in their own factories but have to rely on Samsung?

    I’m pretty sure Apple would do it in a heartbeat if it were feasible.
  16. jclo Editor


    Staff Member

    Dec 7, 2012
    Yes. Thank you. I fixed it :)
  17. PickUrPoison macrumors 68030

    Sep 12, 2017
    Sunnyvale, CA
    Which will be a true statement. And since Steve Jobs was involved for the first couple of years, the Cook haters will give Jobs all the credit, and mark the tenth anniversary of saying Cook should be fired.

    Such is life on the MacRumors forum lol.
  18. GabrielMoro macrumors member


    Jun 3, 2014
    Its our fault. If Apple could release a slightly half-baked product that would evolve to become a huge success, they would. But imagine the criticism if it were a bit far from perfect. They couldn't release today a lot of 1st gen products that grew a lot, like the iPod and iPhone.
  19. flat five macrumors 603

    flat five

    Feb 6, 2007
    if AR apps on the phones begin to integrate into everyday life at a noticeable amount.. and you have a bunch of people walking around stiff-armed looking at their phones and navigating through it. (think- walking zombies holding phones in front of them ... or, pokemon * 100 )

    ..if that happens, people who think like you do today, will then change your mind to "holy crap dude! will you please just put on the glasses already?!"

  20. Sasparilla, Oct 10, 2017
    Last edited: Oct 10, 2017

    Sasparilla macrumors 65816

    Jul 6, 2012
    You can be quite sure (based on what we've seen of their prior developments) they are developing and testing such things. There should be some 1.0 releases from some mfrs this next year or so, should be exciting - I'm also quite content with Apple taking their time and releasing such a thing on their schedule.

    Any AR glass would need something to do the heavy lifting (the smartphone is the logical device) - and Apple with their much more powerful CPU's compared to the rest of the industry would have a significant advantage because of it.
  21. pat500000, Oct 10, 2017
    Last edited: Oct 10, 2017

    pat500000 macrumors G3


    Jun 3, 2015
    Those who want to wear it as glasses...
  22. scrapesleon macrumors 6502a


    Mar 30, 2017
    you better make those glasses because your smartphone line is dying
  23. MizuNoHane macrumors member

    Jul 24, 2014
    They're not going to make the glasses until the watch has peaked - otherwise they would be cannibalizing their accessory lines.
  24. rafark macrumors 6502a


    Sep 1, 2017
    Is it realistically possible to have them as contact glasses instead as the screen and an external device as the engine? Perhaps, as a watch?
  25. pavelbure macrumors 6502a

    Feb 22, 2007
    Translation: To make a huge profit we would have to charge a obscene amount of money.

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