Tim Cook: Not Too Long From Now, You'll Wonder How You Led Your Life Without AR

[T Coma]

This last decade has been a bunch of marketing of paying for subscriptions for software, paying for subscriptions for your stuff to be stored and/or run on somebody else's computer (cloud), and computer OS major releases that nobody gets excited over. (Windows 11 vs 10? Meh... who cares? Latest MacOS releases? Each one feels like they added 2 or 3 things that could have just been downloadable stand-alone updates, and a bunch of really minor stuff for the sake of change, and declared it the hot new thing.) They've been trying to push VR and now AR for years, and it's not gaining much traction. I'd bet my last dollar that this whole VR social media environment "Meta" wants to do is a flop.

Makes a lot of sense. I would hope that the last few years of overbearing and invasive technocracy have at least made more folks consider how the tech is easily and successfully misused, much to our detriment. AR/VR is just the next step.

He might actually have something to say, but he's saying it quite wrong.

But who will be our buxom, sledgehammer-wielding savior?

 

[jjudson]

Tim looks almost as old as Biden in that pic.

Maybe it's time for him to step down and spend some time in The Villages doing aquacise classes...

 

[stiligFox]

Yeah because you speak for humanity…

I never spoke for humanity, I clearly only spoke for myself and my own opinion.

 

[maxoakland]

Who said that?

The person I was talking to

Just because it has the ability to doesn't mean you're forced to give up your tv. God forbid extra functionality.

Why would the average person buy an AR device to watch TV then? What’s the benefit that makes them go out and get a new, expensive thing?

That’s what I’m always asking about VR and AR. How is this gonna be as huge as Tim thinks if it doesn’t give the average person something to buy it for?

I’m not even your average person and I find myself extremely underwhelmed by the imagined use cases for AR. I’m pretty tech-savvy and open to new possibilities if they excite me. So far the most exciting thing I can think of is VR tech to create video games that are like immersive worlds. And even that doesn’t excite me that much

It’s a lot like 3D TV & movies. Sounds cool but not gonna make me buy some expensive thing to use it

At this point, I think AR is going to be like 3D TV except with some specific niche use cases

 

[maxoakland]

It's gonna open up a whole new world for vision impaired people like me. If I had glasses that I could amplify and zoom in stuff, half of the problems I face because I've low vision would simply disappear with AR glasses. I'm so excited for it.

Mostly I use my iPhone to zoom in stuff, specially at the grocery store to read small product labels, to be able to see the menu at restaurants and so forth. AR Glasses would be a major life upgrade for me, I'm willing to pay whatever it costs for the accessibility features.

This is what I think AR is going to be. A niche product for smaller groups and uses like helping vision impaired people and business. So far it doesn’t seem to solve any problems for a wide audience. Believe me, I’ve asked what this will help people do a bunch of times because I’m always curious about new tech

The answers I got reminded me of when some people were excited about NFTs. They say people who don’t see the value are just luddites. I asked what we can use the tech for and the answers were things we can already do easily but we’ll have to buy this new technology and it will come with major drawbacks. Like watching TV on what seems to be a giant screen... But you have to buy a new device to watch TV and everyone in your family is going to need one if you want to watch together

And AR seems even less useful for gaming, because VR is where it’s at for gaming. And even that is basically like 3D TV 2.0 at this point

 

[iBreatheApple]

Highly doubt it…I’m wishing we could go back to not being connected 24/7 and go back to dumb phones.

Yep. I am a millennial, and I’ve been off social media for almost 2 years now. Coming from someone who posted 5 to 10 stories a day, I’m even shocked at myself that I was finally able to cut it all out.

 

[monstermash]

Tim, what you meant to say was, "not too long from now, RICH PEOPLE will wonder how you led a life without AR". How can the average person justify spending $3k on a luxury entertainment item? A semester of state college for my kid or those new Apple AR glasses. Good lord.

I've noticed recently that COVID did a number on a lot of people in terms of aging. Timmy got hit hard based on the aging I see coming through the filters and pshop airbrushes.

Are you kidding me? Thousands (millions?) of people spend $5000+ on Disney vacations, year in and year out.

$3K for a luxury entertainment item isn't completely outrageous. Hell, government being what it is these days, if you make under $125K/year, it will probably give you $3K to buy such an item so you can "meaningfully participate in society".

 

[Black Belt]

We have to actually see one Tim.

 

[monstermash]

At $3k they will have an impossible time selling this.

I paid $2700 for my Apple IIgs and $5500 for my Mac IIci....with a loan of course. Those amounts are a lot more if you inflation adjust from 1986 and 1990 respectively.

Big ass TVs at Costco are selling for 2-3K.

People find the money...

 

[iBreatheApple]

This is what I think AR is going to be. A niche product for smaller groups and uses like helping vision impaired people and business. So far it doesn’t seem to solve any problems for a wide audience. Believe me, I’ve asked what this will help people do a bunch of times because I’m always curious about new tech

The answers I got reminded me of when some people were excited about NFTs. They say people who don’t see the value are just luddites. I asked what we can use the tech for and the answers were things we can already do easily but we’ll have to buy this new technology and it will come with major drawbacks. Like watching TV on what seems to be a giant screen... But you have to buy a new device to watch TV and everyone in your family is going to need one if you want to watch together

And AR seems even less useful for gaming, because VR is where it’s at for gaming. And even that is basically like 3D TV 2.0 at this point

I was barely 20 when 3D was reaching the consumer level, and not knowing anything about the markets, the specifics of the technology, etc…. I was 100% sure it wasn’t going to catch on. 3D is cool as a novelty in the theaters or at a theme park, but you the level of immersion and experience of standard viewing is marginal to me personally and I never knew why anyone would hope all their future content was 3D. And it’s just not as crisp of an image.

 

[TracesOfArsenic]

Why should I believe this when everything Timmy and his team has shown me is complete garbage? Why have they waited so long to drop the nuke instead of a trickle feed of AR goodness?

 

[svish]

Apple firmly believes in AR. Looking to see Apple’s device. The devices have to be priced much lower than the rumoured $3000 to have wide adoption.

 

[citysnaps]

Why would the average person buy an AR device to watch TV then? What’s the benefit that makes them go out and get a new, expensive thing?

I think the point was a person could do that, not that someone would buy AR glasses specifically for watching TV. Clearly the AR market is not about having another means of watching TV.

 

[citysnaps]

Why should I believe this when everything Timmy and his team has shown me is complete garbage? Why have they waited so long to drop the nuke instead of a trickle feed of AR goodness?

Complete garbage?

It's because Apple is not ready to release information about their AR product(s) as major competitors with products under development are google and Facebook/Meta (and no doubt others, perhaps Samsung, Sony, etc). That would be incredibly stupid letting them know what Apple plans on releasing in the future.

 

[Simos.805]

AR/VR is the new 3D tv. No thanks.

I think 3D TVs and 3D cinema was great. And as for the cinema, when I have the oportunity to watch an action movie in 3D I’m almost always prefer it.

As for VR, yes it is only useful/practical for certain application like FPV drones etc. AR could be more useful because you don’t miss what’s happening in real life, it is just “enhancing” real life, but I don’t want it to be the norm.
I think sometimes people and humanity have to step back and appreciate a simpler life.
I don’t think computers or smartphones are bad as devices to use them in our daily lives (some apps or platforms are bad tho) to get information, stay connected, entertain ourselves etc, but leaving a life that everyone just wears glasses and watching everything in there, all the time… I think it is gonna be very antisocial and cold.

It’s like, yeah in 50 years maybe we could have the technology to be completely cyboks, but is it the right path to follow?

Again, I’m not against AR as a technology or a tool, it has great opportunities in many applications, I just don’t think it has to be in our everyday life.

Computers and smartphones are great form factors as they are. They give the perfect balance between being a utility or entertainment device but at the same time not interrupt too much to our social interactions with other people.

 

[TheVowelO]

AR is so yesterday

 

[citysnaps]

I think 3D TVs and 3D cinema was great. And as for the cinema, when I have the oportunity to watch an action movie in 3D I’m almost always prefer it.

As for VR, yes it is only useful/practical for certain application like FPV drones etc. AR could be more useful because you don’t miss what’s happening in real life, it is just “enhancing” real life, but I don’t want it to be the norm.
I think sometimes people and humanity have to step back and appreciate a simpler life.
I don’t think computers or smartphones are bad as devices to use them in our daily lives (some apps or platforms are bad tho) to get information, stay connected, entertain ourselves etc, but leaving a life that everyone just wears glasses and watching everything in there, all the time… I think it is gonna be very antisocial and cold.

It’s like, yeah in 50 years maybe we could have the technology to be completely cyboks, but is it the right path to follow?

Again, I’m not against AR as a technology or a tool, it has great opportunities in many applications, I just don’t think it has to be in our everyday life.

Computers and smartphones are great form factors as they are. They give the perfect balance between being a utility or entertainment device but at the same time not interrupt too much to our social interactions with other people.

AR, for the most part, is simply a tool to assist humans performing tasks/solving problems; a few might be... assisted cardio-thoracic surgery, landscape design, vacation planning, industrial/nuclear plant inspections, cost estimating, architectural design walk-throughs with clients and architects, assisted learning complex tasks/procedures, assisting an auto-mechanic diagnosing a problem, quickly measuring the square footage of a building, road trip route planning, assisting insurance adjusters estimating damaged car costs, interior decorator design/layout planning, and on and on.

Again, for the most part, it's a tool. Not entertainment (though it could be that, too).

 

[reyesmac]

How did people go this long without people getting their knowledge of things from one centralized source that would never lie to you, propagandize, censor, or block information from unapproved sources? Nothing could go wrong with this and it will never be used to program you or addict you to anything. What a relief.

 

[citysnaps]

How did people go this long without people getting their knowledge of things from one centralized source that would never lie to you, propagandize, censor, or block information from unapproved sources? Nothing could go wrong with this and it will never be used to program you or addict you to anything. What a relief.

Regarding information/knowledge, why would "everything" need to come from a single centralized source?

 

[reyesmac]

I will only use Apple AR if they allow an app that works just like the glasses from the movie They Live. Where it would use facial recognition to show us the bad guys and to turn things like advertisements into one word posters. The app would make you think for yourself, and if they block that from existing, it would speak volumes.

 

[reyesmac]

Regarding information/knowledge, why would "everything" need to come from a single centralized source?

Your right, it can be opened to anyone. But through the App store like the iPhone is. And if they don't like what you do with the technology they will seek to block it. I see AR as more than just getting info about the things around you but even if that was all it was imagine everything that is pulled right now by these big tech companies will simply be implemented there. I doublt you will be able to subscribe to your source of this info so we just have to rely that it is as fair and balanced as Apples own news feed. Which is to say it most certainly wont be. Thats the centralized information I am talking about. If you could pick the source of it it can be a great technology that is still tracking just about everything you see and do. Which in and of itself is a problem. Bringing cameras and recording devices into your home was one thing, but this is on a whole other level. I somehow do not think the first version will allow you to walk around like I am mentioning. Its a big can of worms. I think instead it will be used for games, home entertainment and to augment your computer system with bigger screens.

 

[reyesmac]

AR/VR is the new 3D tv. No thanks.

But you will be able to see Apple keynotes where the devices they are showing pop out of the screen and spin around you. Don't you want cooler commercials? And if they make them interactive then advertisers will know what you are drawn to so you can get more targeted ads. Since it will scan your surroundings it may even offer you things you didnt know you needed but would probably be better off owning. The future is now, or when Apple finally releases this to the public.

 

[citysnaps]

Your right, it can be opened to anyone. But through the App store like the iPhone is. And if they don't like what you do with the technology they will seek to block it. I see AR as more than just getting info about the things around you but even if that was all it was imagine everything that is pulled right now by these big tech companies will simply be implemented there. I doublt you will be able to subscribe to your source of this info so we just have to rely that it is as fair and balanced as Apples own news feed. Which is to say it most certainly wont be. Thats the centralized information I am talking about. If you could pick the source of it it can be a great technology that is still tracking just about everything you see and do. Which in and of itself is a problem. Bringing cameras and recording devices into your home was one thing, but this is on a whole other level. I somehow do not think the first version will allow you to walk around like I am mentioning. Its a big can of worms. I think instead it will be used for games, home entertainment and to augment your computer system with bigger screens.

I hear where you're coming from...

But, I think a lot of AR apps, especially on the commercial side, will rely on information sources either assembled by user/company/institution knowledge bases, or by a vetted trusted source.

Or by sources selling items, say nurseries selling plants and trees that a landscape architect would draw from during the design process, that when finished the architect and home owner could do a real-time walk-though over their property for approval or making plant/tree substitutions. Or... a landscape architect and homeowner could walk the property together and make selections in real time. Ditto with home interior designers.

For a hospital engaging in AR-assisted surgeries, say Stanford Medical Center, I suspect they'd have their own knowledge/information libraries/sources that a surgeon would draw from during a procedure, along with patient history information, current patient vitals, etc.

I'm just spitballing on the above.

 

[Skyscraperfan]

Yep. I am a millennial, and I’ve been off social media for almost 2 years now. Coming from someone who posted 5 to 10 stories a day, I’m even shocked at myself that I was finally able to cut it all out.

I pretty much did the same with TV. More than one year ago I stopped watching news - except tech and sports and science news - and that really improved my life. As TV was full of news, I almost completely stopped watching TV. There are only a few shows like the German version of "Shark Tank" that I still watch. Not watching TV frees up so much time. I will never go back with wasting my evenings with TV. The problem is that in Germany we still have a TV tax. So you need not pay for TV, even if you do not use it.

I will only use Apple AR if they allow an app that works just like the glasses from the movie They Live. Where it would use facial recognition to show us the bad guys and to turn things like advertisements into one word posters. The app would make you think for yourself, and if they block that from existing, it would speak volumes.

A real world ad blocker would be nice of course. Imagine you walk through a city and the AR glasses block out all ads - especially the posters of politicians before elections. Those ads could be replaced by porn instead or whatever you want.

 

[mmm...really]

Just not sold on AR/META, etc.

When I got the internet in 1994, I immediately saw the value. Everyone did. This? not so much. Could be another 3D TV, flying cars prediction, guess we will have to wait and see

You saw the value in 1994 because you benefited from the 30 years of development getting it usable for the proletariat.