Tim Cook – Confident About Augmented Reality



During the recent quarterly earnings call of Apple with its financial analysts, the company’s chief executive officer, Tim Cook, spent some time talking about the subject of Augmented Reality (AR). The Cupertino, California-based tech firm does not have any existing product or application that can make do with the technology at the moment, therefore it does come as a bit of a surprise for many for the Apple CEO to be talking about the subject in the first place.

Tim Cook - Confident About Augmented Reality

Apple CEO Tim Cook Interested in Augmented Reality Technology

Tim Cook brought the topic up in context with the latest hit of a game made by Niantic Labs called Pokémon Go. Opening up the subject was in response to a question with regards to the business value of Apple Pay. For those who were living under a rock for the past few weeks and you don’t know about the craze that’s been going around many regions in the globe that is Pokémon Go, then do know that the mobile game will superimpose digital monsters on top of whatever it is your pointing with your smartphone camera. Hence, it looks like the characters do exist in real life and you have to catch them. Do note that this is not AR technology but an implementation of that. Furthermore, you can even approve mobile payments for purchasing Pokécoins with the use of Apple Pay.

Apple CEO Tim Cook stated the following: “In terms of AR and the Pokémon phenomenon, it’s incredible what has happened there,” Cook said. I think it’s a testament to what happens with innovative apps and the whole ecosystem, and the power of a developer being able to press a button, so to speak, and offer their product around the world. And this certain developer has elected not to go worldwide yet because of the pressure on their servers, etc., because of the demand. But I am sure that they will over time.

Tim Cook then continued by stating the following: “It also does show, as you point out, that AR can be really great, and we’re — we have been and continue to invest a lot in this. We are high on AR for the long run. We think there’s great things for customers and a great commercial opportunity, and so we’re investing. And the No. 1 thing is to make sure our products work well with other developers’ kind of products, like Pokémon and so that’s the reason you see so many iPhones out in the wild right now, chasing Pokémons.”


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Tim Cook – Confident About Augmented Reality
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