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

    MacRumors

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    [​IMG]


    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.

    [​IMG]
    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 Suspended

    Michaelgtrusa

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    Tim is on the hunt. I have a feeling this a a prerequisite to something bigger.
     
  3. Plutonius macrumors 603

    Plutonius

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    I have to agree, Tim is an expert on augmented reality.
     
  4. -BigMac- macrumors 6502a

    -BigMac-

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    #4
    I agree. Hes really pushing this AR.
    Could they have come up with something revolutionary, finally?
     
  5. dasmb macrumors 6502

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    #5
    Honestly now -- who marks a Mercedes?
     
  6. rpat701 macrumors member

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    #6
    I hope you're joking.
     
  7. Michaelgtrusa Suspended

    Michaelgtrusa

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

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    #8
    Sarcasm.
     
  9. Hustler1337 macrumors 68000

    Hustler1337

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    #9
    Seems like Cook is forging some sort of relationship in Sweden, bearing in mind IKEA's investment into ARKit.
     
  10. nsimpson94 macrumors regular

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    #10
    Who on Earth took those two out of focus photos, Stevie Wonder? And why were they even published?
     
  11. filmantopia macrumors 6502a

    filmantopia

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    #11
    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

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

    RowellE

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    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 601

    GrumpyMom

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    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

    meaning-matters

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  16. MadeMyDay macrumors regular

    MadeMyDay

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    #16
    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 68040

    DeepIn2U

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    #17
    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

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    #18
    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 65816

    Mr. Dee

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    #19
    Its called the 'No Focus Mode' filter.
     
  20. Imory macrumors 6502a

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    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 68000

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    I wonder if it was shot with an iPhone
     
  22. hawkeye_a macrumors 6502

    hawkeye_a

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  23. Starfyre macrumors 68020

    Starfyre

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    Cook better not have just witnessed... a working prototype of In-Display TouchID, thanks to the Apple engineers working in Kungsgatan.
     
  24. convergent macrumors 68020

    convergent

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    #24
    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 regular

    PaulRustad007

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    #25
    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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