New in OS X: Get MacRumors Push Notifications on your Mac

Resubscribe Now Close

Apple CEO Tim Cook: Virtual Reality is 'Really Cool', Has 'Interesting Applications'

During today's earnings call for the first fiscal quarter of 2016 (fourth calendar quarter), analyst Gene Munster asked Tim Cook to share his thoughts on virtual reality in an effort to get a hint on whether or not that's a feature Apple is working on for future devices. "What are your thoughts on the VR theme?" Munster asked. "Is this a geeky niche or something that could go mainstream?"

In response, Tim Cook said that he does not believe that virtual reality is a niche. "It's really cool," he said. "And it has some interesting applications."

With virtual reality products like the Oculus Rift gaining in popularity, there has been speculation that Apple will release some kind of virtual reality or augmented reality feature in its iOS devices. Apple reportedly has a small team of employees working on exploring the augmented reality field.

apple_patent_video_goggle
Last week, Apple hired one of the leading virtual reality experts in the United States, Doug Bowman. Apple has also made some recent acquisitions that point towards an interest in VR/AR, including augmented reality startup Metaio, real-time motion capture firm Faceshift, and expression analysis startup Emotient.

Apple has also filed several patents for virtual reality products over the years, including video goggles, motion-sensing 3D virtual interfaces for iOS devices, and 3D "hyper reality" displays.

Related Roundup: Apple VR Project


Top Rated Comments

(View all)

18 weeks ago
Let me tell you something about VR from personal experience. It is the future.

I spent some considerable time with the HTC product, and it is nothing short of breathtaking. It is immersion into a world of awesome, where time is no variable.

Apple not being in this space, and quick is shortsighted and a huge miss. Anyone who has not had the chance to play with this is in for a truly life changing experience. Gaming on consoles and iPhones will be a thing if the past.

It is a monumental leap in alternative reality.
Rating: 9 Votes
18 weeks ago
IF only there was a decent video card on the mac so it would be supported.
Rating: 8 Votes
18 weeks ago
An entire article because of 1 casual comment. Yep. I'm on Macrumors :D

(I like it here, just, this article is funny to me)
Rating: 8 Votes
18 weeks ago
I don't have the slightest interest in VR.

Cook said something positive because he is a politically correct liberal who daren't offend anyone, even if that something is a lie. VR is a niche, and will remain a niche.

Oh for a CEO with a spine.
Rating: 5 Votes
18 weeks ago
Tim finds virtual reality so interesting because Apple has been operating out of touch with reality. Get back to the basics and core of Apple products and keep it simple again. What was once a cool trend setting company is ho hum and all over the place. They've bit off more than they can chew.
[doublepost=1453853162][/doublepost]Apple: changing the subject
http://www.ft.com/cms/s/3/ad786560-c477-11e5-808f-8231cd71622e.html#axzz3yOlM3pDu
Rating: 5 Votes
18 weeks ago
That's the problem.
Apple simply don't ever fit decent enough graphics GPU's in their machines.
I just wish they would, but they are always so far behind with laptop GPU's crammed into the back of a monitor.

It's my ONE single and only reason for not being fully Apple.
Rating: 4 Votes
18 weeks ago
This is just Tim Cook covering his bases. Apple won't do anything with VR until it can run on cheap ARM processors or Intel's integrated graphics.
Rating: 4 Votes
18 weeks ago
You know what would REALLY be "really cool" Mr Tim? An operating system that Just Works. And I could think of tons of "interesting applications" for such a thing.
Rating: 4 Votes
18 weeks ago

I don't have the slightest interest in VR.

Cook said something positive because he is a politically correct liberal who daren't offend anyone, even if that something is a lie. VR is a niche, and will remain a niche.

Oh for a CEO with a spine.


Modern VR is something you need to try before you realise its potential. It isn't some gimmick, or crappy 3D add-on to your TV. It's a paradigm shift for interactive experiences.

Oh and the Oculus Rift is light enough (with most of its materials being made of fabric) that you forget it's on your head after a couple of minutes.
Rating: 4 Votes
18 weeks ago
in my opinion, AR is currently 'niche' and a mere baby-step towards the unprecedented mainstream adoption of VR (think TV but to the Nth power). AR will just be a feature of VR. these phones-turned-headsets are kinda cool, but almost pointless. i actually think VR has the potential to be the ultimate Apple killer. as in, who needs a company peddling luxury products when you can put on goggles and be using luxury items that no company could feasibly build in reality? really, how often are you staring at your gaming console while you play the latest release?

tim, don't bother with AR. jump to the meat and potatoes.
Rating: 4 Votes

[ Read All Comments ]