Apple CEO Tim Cook has said that he sees augmented reality (AR) as holding more potential than virtual reality (VR) and that the technology holds as much potential impact to change the world as the smartphone market.
Speaking to The Independent as part of a round of interviews and visits during a trip to Europe last week, Cook was asked for his take on future trends like AR, and he left no doubt that he sees the technology as the next major trend ahead of VR
"I'm excited about augmented reality because unlike virtual reality which closes the world out, AR allows individuals to be present in the world but hopefully allows an improvement on what's happening presently," he said
"Most people don't want to lock themselves out from the world for a long period of time and today you can't do that because you get sick from it. With AR you can, not be engrossed in something, but have it be a part of your world, of your conversation. That has resonance."
Cook went on to say that, just like the smartphone has become a global product used by everyone, he believes that AR holds a similar level of potential.
"I regard it as a big idea like the smartphone. The smartphone is for everyone, we don't have to think the iPhone is about a certain demographic, or country or vertical market: it's for everyone. I think AR is that big, it's huge," he said.
I get excited because of the things that could be done that could improve a lot of lives. And be entertaining. I view AR like I view the silicon here in my iPhone, it's not a product per se, it's a core technology."
However, Cook was cool on how soon such technology would become mainstream, and be extension when Apple may get involved, suggesting there is still a way to go to make the capabilities relevant to consumers.
"There are things to discover before that technology is good enough for the mainstream. I do think there can be a lot of things that really help people out in daily life, real-life things, that's why I get so excited about it."
Cook's comments followed on from similarly bullish comments on the UK's future under Brexit, claiming that the nation "would be just fine" and that the firm was committed to the country, as evidenced by its new headquarters in Battersea.
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