Tim Cook on Augmented Reality: 'What It Will Be, What It Can Be, I Think It's Profound'

[MacRumors]

With Apple focusing heavily on augmented reality in iOS 11 through ARKit, Apple CEO Tim Cook received several questions about AR during today's fourth quarter earnings call. He was, of course, questioned about augmented reality hardware, a question he dodged by explaining that Apple's all about the experience.

In terms of monetization of AR/VR, we focus first and foremost on customer experience. We're all about making sure the customer experience is great. We think if we get the experience right, revenue and profits will follow. We're very much focused on the experience right now.

On augmented reality in general, Cook said there are "fantastic" people at Apple who are working on incredible things, and that Apple is in a "unique position" to lead when it comes to augmented reality.

I view AR as profound. Not today, not the app you'll see on the App Store today, but what it will be, what it can be, I think it's profound, and I think Apple is in a really unique position to lead in this area.

Augmented reality "amplifies human performance instead of isolating humans," Cook explained. "It's a help for humanity, not an isolation kind of thing for humanity." He said the "very cool thing" about augmented reality apps is that they're "all over the place." There are more than 1,000 ARKit apps in the App Store now, across a wide range of categories like shopping, gaming, entertainment, and business.

"I see apps that make me want to go to K-12 again and repeat my schooling because it changes the game in the classroom," said Cook. "The real beauty is that [AR] is mainstream and, of course, Apple is the only company that could have brought this because it requires hardware/software integration." He went on to compare ARKit to the launch of the App Store in 2008 and its subsequent growth.

This is very much like in 2008 when we fired the gun in the App Store. That's what it feels like to me and I think it will just get bigger from here.

Though Cook focused heavily on software and Apple's existing augmented reality experiences during the call, rumors have suggested that Apple is exploring augmented reality hardware solutions that go beyond the iPhone, like a set of augmented reality smart glasses. Work on the smart glasses is said to be in the early stages, with many technical hurdles still to overcome, so a launch is not expected for quite some time.

The entirety of Apple's conference call is now available from Apple's website.

Article Link: Tim Cook on Augmented Reality: 'What It Will Be, What It Can Be, I Think It's Profound'

 

[farewelwilliams]

i already deleted a lot of AR games from my phone just like i deleted most of my apple watch apps.

 

[Rochy Bay]

Like if you think it's time for Tim to retire

 

[UltimateSyn]

Can’t wait to see what they’ve got up their sleeve.

 

[thisisnotmyname]

I just want wearable hardware to catch up. Hololens is a joke. We need a powerful device with a large field of view. I hope Apple engineers are hard at work on that.

 

[MRrainer]

I also think it's going to be an incredible thing.
Stuff like virtually fitting clothes or moving furniture around.
Or using it as a guide for repairing stuff.

Some people buy clothes very often - some only a few times a year. There won't be the one thing that suddenly revolutionizes everybody's lives. But it will certainly be a big step forward.

 

[mi7chy]

That's like claiming bell bottoms are back in style again. RIP AR 2013

 

[ersan191]

AR just feels like a gimmick right now, hopefully that changes. Maybe as we start to see more practical uses of it rather than just underwhelming mobile games.

 

[jclo]

I don't use any AR apps right now, they're not useful enough, but I hope it gets integrated into stuff in a more mainstream way in the future. Like Maps overlays, etc.

 

[MH01]

It will go the way of 3D movies .... hype ..... fizzle

 

[keysofanxiety]

AR just feels like a gimmick right now, hopefully that changes. Maybe as we start to see more practical uses of it rather than just underwhelming mobile games.

We will. People get distracted with seemingly gimmicky Animoji but ultimately the technology behind it is very impressive.

It’s much easier and better in the long run to have that first step with the capability to utilise the technology in different ways. It’s early days in a very long game.

 

[Fzang]

Even the AR measuring tape doesn’t really live up to the hype.

 

[EM2013]

AR is such a gimmick.

 

[Macintoshrumors]

With Apple focusing heavily on augmented reality in iOS 11 through ARKit, Apple CEO Tim Cook received several questions about AR during today's fourth quarter earnings call. He was, of course, questioned about augmented reality hardware, a question he dodged by explaining that Apple's all about the experience.

On augmented reality in general, Cook said there are "fantastic" people at Apple who are working on incredible things, and that Apple is in a "unique position" to lead when it comes to augmented reality.Augmented reality "amplifies human performance instead of isolating humans," Cook explained. "It's a help for humanity, not an isolation kind of thing for humanity." He said the "very cool thing" about augmented reality apps is that they're "all over the place." There are more than 1,000 ARKit apps in the App Store now, across a wide range of categories like shopping, gaming, entertainment, and business.

"I see apps that make me want to go to K-12 again and repeat my schooling because it changes the game in the classroom," said Cook. "The real beauty is that [AR] is mainstream and, of course, Apple is the only company that could have brought this because it requires hardware/software integration." He went on to compare ARKit to the launch of the App Store in 2008 and its subsequent growth. Though Cook focused heavily on software and Apple's existing augmented reality experiences during the call, rumors have suggested that Apple is exploring augmented reality hardware solutions that go beyond the iPhone, like a set of augmented reality smart glasses. Work on the smart glasses is said to be in the early stages, with many technical hurdles still to overcome, so a launch is not expected for quite some time.

The entirety of Apple's conference call is now available from Apple's website.

Article Link: Tim Cook on Augmented Reality: 'What It Will Be, What It Can Be, I Think It's Profound'

looks like AR is gonna be a gold mine for those who jump on the opportunities TODAY! wether it be investing in AR companies or development. This is the beginning of something huge.

 

[Feyl]

He says that every year about something for the past 6 years and look... nothing mind blowing happened.

 

[mi7chy]

Even the AR measuring tape doesn’t really live up to the hype.

AR measuring tape is like the pedometer compared to GPS for distance measurement. It's fine if you're expecting wrong results otherwise you won't see anyone semi-serious like carpenters, housebuilders, etc. use it unless they like getting sued.

 

[Macintoshrumors]

AR is such a gimmick.

Yeah. just like virtual keyboards were gimmicks back in 2007. Just like Bitcoin in 2011 was just internet play money. Just like impossible odds of the golden state warriors blowing a 3-1 lead. Just like there was no way Trump would win the 2016 Election. Just like the Apple Watch was just a fad. Just like Touch ID was such a gimmick. Point is, to you it might be gimmicky, irrelevant, useless, will never catch on, doesn't Stand a chance today, but tomorrow it will be integrated in your world.

 

[keysofanxiety]

AR is such a gimmick.

I’m honestly thankful that people with such a short-sighted mentality and lack of imagination aren’t running Apple.

Had Apple catered to the whims of the MR crowd since 2001 then we’d be brandishing 3-inch thick PowerBooks still running OS 9.

 

[rGiskard]

Yet Apple don't offer a Mac that can be used for VR development. Even their $5000 "pro" tube is useless for such intensive work.

 

[ideal.dreams]

i already deleted a lot of AR games from my phone just like i deleted most of my apple watch apps.

I did the exact same. They were really cool at first but the novelty wears off quickly.

 

[iapplelove]

I don’t use any AR apps myself, don’t see the interest just yet.

 

[DakotaGuy]

The only thing I see there is a notch in the picture.

 

[Kmart9419]

3d, augmented reality, and virtual reality. Zzzzzz

 

[Sill]

I am very critical of Cook, I've been anticipating his resignation for a few years now and I think he's more than a little clueless about what people will respond to, but in spite his endorsement of AR I think it is a worthwhile path for the company.

A lot of people here at MR keep looking for the next groundbreaking thing thats going to leave the market in the dust, and I think AR will be one of those things. Right now its being used for kitchen table battles and dinosaurs on playgrounds - basically the late 2010's version of the dancing baby we had almost 20 years ago, but think how far the internet and personal devices have come since then. Once we get past the "peanut butter jelly time" phase for AR, there will be some very cool uses for it. Games, wardrobe changes, home organization/DIY sound interesting but ultimately they are just gee whiz apps that will grow old quickly. When AR 2.0 comes around - specifically when we get portable, personal display technology that is easy to use and doesn't interfere with the person using it - AR will take off.

 

[btrach144]

Downloaded 2 AR games and stopped playing them after 48 hours.

Anyone else find it weird that Tim basically said all the current AR apps stink? "Not today, not the app you'll see on the App Store today, but what it will be..."