Tim Cook Travels to Sweden to Visit Local Apple Office and Discuss Augmented Reality [Updated]

Discussion in 'MacRumors.com News Discussion' started by MacRumors, Oct 12, 2017.

  1. MacRumors macrumors bot


    Apr 12, 2001

    After first traveling around France earlier in the week and meeting with French president Emmanuel Macron, then heading to Oxford University in the United Kingdom for the opening of The Oxford Foundry, Apple CEO Tim Cook has now traveled to Stockholm, Sweden today. Just after 9 a.m. local time, Cook was spotted getting out of a black, unmarked Mercedes in Stockholm.

    Cook was on Kungsgatan, a street in central Stockholm where Apple's office is located within the city, and an eyewitness speaking to Breakit [Google Translate] said that the CEO traveled with "a whole entourage" into the building, then "rushed out" a few hours later. Cook is likely making the usual rounds to other Apple locations, including potentially checking on the progress of Apple's upcoming flagship store in Kungsträdgården, a park located near Apple's offices in the city.

    Photos by TT and Jon Wahlqvist, via Breakit

    Cook also stopped to discuss augmented reality with Feber [Google Translate], where he explained that the first few apps using ARKit are comparable to the opening of the App Store in 2008. Even though this first wave of apps might not wow everyone, Cook said that eventually iPhone users will not be able to "imagine a life without" augmented reality. Cook has made similar AR-related comments for years now, and just this week sat down with The Independent and Vogue to discuss the topic even more in-depth.
    The interview further discusses how AR can "enhance" human experiences and day-to-day life without replacing anything, as well as how the technology needs to coexist with Apple's initiatives in the artificial intelligence space. Cook also continued championing students learning to code: "I think everyone who goes to school should learn how to code, but I do not think everyone should be a computer engineer. I think the knowledge to know what's possible is the most important, whether you're a fashion designer or journalist or whatever it is."

    Update: Tim Cook has also visited with Iggesund Paperboard, a manufacturer of high quality virgin fiber paperboard and Apple's partner in sustainable packaging.

    Article Link: Tim Cook Travels to Sweden to Visit Local Apple Office and Discuss Augmented Reality [Updated]
  2. Michaelgtrusa macrumors 604

    Oct 13, 2008
    Tim is on the hunt. I have a feeling this a a prerequisite to something bigger.
  3. Plutonius macrumors 604


    Feb 22, 2003
    New Hampshire, USA
    I have to agree, Tim is an expert on augmented reality.
  4. -BigMac- macrumors 65816


    Apr 15, 2011
    Melbourne, Australia
    I agree. Hes really pushing this AR.
    Could they have come up with something revolutionary, finally?
  5. dasmb macrumors 6502

    Jul 12, 2007
    Honestly now -- who marks a Mercedes?
  6. rpat701 macrumors regular

    May 25, 2016
    I hope you're joking.
  7. Michaelgtrusa macrumors 604

    Oct 13, 2008
    I hope so, we can't tolerate more half baked product launches any longer.
  8. chetttos macrumors newbie

    Aug 4, 2014
  9. Hustler1337 macrumors 68000


    Dec 23, 2010
    London, UK
    Seems like Cook is forging some sort of relationship in Sweden, bearing in mind IKEA's investment into ARKit.
  10. 2268473 Suspended

    Sep 20, 2012
    United Kingdom
    Who on Earth took those two out of focus photos, Stevie Wonder? And why were they even published?
  11. filmantopia macrumors 6502a


    Feb 5, 2010
    Not sure what you’re saying here. This is exactly what Tim Cook is talking about— AR leading to big things.
  12. gatearray macrumors 65816

    Apr 24, 2010
    Nope, he's just trying to sell some phones.
  13. RowellE macrumors regular


    Mar 5, 2012
    At this point, I feel like he's just going to random places to talk about random things just so people at those places get excited over it when they see him and he gets to feel like a celebrity.
  14. GrumpyMom macrumors 604


    Sep 11, 2014
    He’s got an entourage and is giving vague nonsensical answers to the paparazzi. So, he’s either about to run for President or he’s got an album coming out. ;)

    If he’s running for President there’s no way I’m voting for him because he could reverse his position and have Apple start unlocking all our data that they’re keeping so private. And one by one, those of us who own Androids will start disappearing late at night...:eek:
  15. meaning-matters macrumors 6502


    Dec 13, 2013
  16. MadeMyDay macrumors regular


    Sep 13, 2016
    Global Shipping
    Is Cook actually in Sweden or is it augmented reality?

    Is augmented reality a new name for the former reality distortion field?
  17. DeepIn2U macrumors 603


    May 30, 2002
    Toronto, Ontario, Canada
    Data centre will be built possibly?
    --- Post Merged, Oct 12, 2017 ---
    That's cause the photo was taken by a Samsung ;) lol kidding
  18. bollman macrumors regular

    Sep 25, 2001
    Lund, Sweden
    Standing next to a stump.
    Person from Iggesund: All the way up there grew the tree before we chopped it down and shipped it to China.
    Tim Cook: Breathtaking
  19. Mr. Dee macrumors 68000

    Mr. Dee

    Dec 4, 2003
    Its called the 'No Focus Mode' filter.
  20. Imory macrumors 6502a

    Feb 2, 2013
    There's no store whatsoever in downtown Stockholm and there's been absolutely no signs of progress or start for the so called "flagship" store at Kungsträdgården. They still haven't been able to move or shut down the god awful TGI Friday's that's been occupying the property. Have no idea what he's doing in downtown Stockholm.
  21. recoil80 macrumors 68020

    Jul 16, 2014
    I wonder if it was shot with an iPhone
  22. hawkeye_a macrumors 6502a


    Jun 27, 2016
  23. Starfyre macrumors 68030


    Nov 7, 2010
    Cook better not have just witnessed... a working prototype of In-Display TouchID, thanks to the Apple engineers working in Kungsgatan.
  24. convergent macrumors 68030


    May 6, 2008
    Great observation. What would the political / government equivalent to a "walled garden" look like?

    All these recent public "talks" with Tim. I think Tim needs something big to happen under his watch and he's got zero successes at that. Many of his "next great things" have failed to go anywhere... car, TV, etc. All the product lines that aren't phones are not being served well and he's just milking them for profit... the phone line has gotten overly complicated with 3 different models that are largely the same 6, 7, 8; the SE which is a replay of something old; and the only creatively new design in several years seems to be a bit of a misfire since they don't seem to be able to make them, and that with not even having the different sizes of that model you'd expect.
  25. PaulRustad007 macrumors 6502


    Jun 3, 2015
    Maybe just maybe he is the Antichrist and when everyone must have a NFC chip in their phones to do anything in this world....or he is just on a vacation....who knows?

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