Apple CEO Tim Cook has expressed his belief that AR (Augmented Reality) holds more potential than VR (Virtual Reality). With the upcoming release of iOS 11, Apple is expected to turn most of its devices into AR-enabled products. However, current AR experiences are mostly limited to smartphones and tablets, rather than fully immersive AR glasses. Cook acknowledged that achieving a high-quality AR experience is still not feasible at the moment, but he emphasized that when the time is right, Apple's AR offerings will be the best in the market.
He explained that for an AR product to succeed, it needs powerful processing capabilities and a wide range of sensors. Integrating AR into the iPhone and iPad is a game-changer for developers, as it opens up access to hundreds of millions of potential users. If AR were limited to other devices, Apple would risk losing over 15 million AR enthusiasts—users who are highly engaged with the technology. That, according to Cook, would make it difficult to commercialize AR effectively.
While iPhones and iPads can deliver impressive AR experiences, Cook remains skeptical about the near-term future of AR headsets. He believes that current AR technology isn't yet capable of meeting the quality standards required for such devices. Despite Apple having filed numerous AR-related patents, Cook made it clear that consumers shouldn’t expect a headset launch anytime soon.
"Display technology plays a crucial role in AR," he said. "It needs to present information clearly and effectively to the user. This is a big challenge. We don’t aim to be the first; we want to be the best and deliver an exceptional user experience. What’s available on the market today doesn’t meet our standards, and I don’t think most people will be satisfied with it either."
Cook also mentioned that while many technical challenges remain, they are solvable—given enough time and innovation. His approach reflects Apple’s signature philosophy: patience, perfection, and a focus on delivering the best possible experience, even if it means waiting for the right moment.
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