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 Glasses

Top Rated Comments

(View all)
Avatar
61 months 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.
Score: 9 Votes (Like | Disagree)
Avatar
61 months 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)
Score: 8 Votes (Like | Disagree)
Avatar
61 months ago
IF only there was a decent video card on the mac so it would be supported.
Score: 8 Votes (Like | Disagree)
Avatar
61 months 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
Score: 5 Votes (Like | Disagree)
Avatar
61 months 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.
Score: 5 Votes (Like | Disagree)
Avatar
61 months 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.
Score: 4 Votes (Like | Disagree)

Top Stories

iOS 14 Widgets Offer iPhone Users Creative Home Screen Ideas

Sunday September 20, 2020 8:43 pm PDT by
In iOS 14, Apple introduced ‌the concept of Home Screen‌ widgets, which provide information from apps at a glance. Widgets can be pinned to the Home Screen in various spots and sizes, allowing for many different layouts. Despite the relative lack of 3rd party widgets at launch, iOS users around the...

iPhone 12 Lineup Rumored to Be Named 'iPhone 12 mini,' 'iPhone 12,' 'iPhone 12 Pro,' and 'iPhone 12 Pro Max'

Monday September 21, 2020 5:24 am PDT by
Leaker known as "L0vetodream" has today shared the alleged naming for the upcoming iPhone 12 lineup on Twitter. The tweet proposes that the upcoming iPhone 12 models will be titled "iPhone 12 mini," "iPhone 12," "iPhone 12 Pro," and "iPhone 12 Pro Max." The names likely correspond to the three expected sizes of iPhone 12, with the 5.4-inch model being the iPhone 12 mini, the 6.7-inch model ...

Hands-On With the New Apple Watch Series 6 and Apple Watch SE

Friday September 18, 2020 1:19 pm PDT by
Today's the official launch date for the Apple Watch Series 6 and the Apple Watch SE, both of which Apple announced on Tuesday. We picked up a couple of the new models and thought we'd give them a quick look for MacRumors readers thinking of ordering a new watch. Apple Watch Series 6 & Apple Watch SE Hands-On! When it comes to design, both the $399 Series 6 and the $279 SE look just like...

iOS 14 Picture in Picture No Longer Working With YouTube's Mobile Website in Safari [Without Premium]

Friday September 18, 2020 12:21 pm PDT by
Apple in iOS 14 added Picture in Picture to the iPhone, a feature designed to let you watch a video in a small screen on your device while you continue to do other things on the phone. When Picture in Picture was working with YouTube The YouTube app doesn't support Picture in Picture, but up until yesterday there was a functional workaround that allowed videos from YouTube.com to be watched...

When Will the iPhone 12 Launch? Here's What We Know

Wednesday September 16, 2020 6:12 am PDT by
Yesterday's "Time Flies" Apple event saw the release of the Apple Watch Series 6, Apple Watch SE, iPad 8, and iPad Air 4, but no new iPhone models. Rumors before the event strongly alleged that it would not see the unveiling of new iPhones, with many reports pointing to an October launch. The lack of new iPhone models yesterday seems to confirm that the iPhone 12 lineup will not appear...

Here's How You Can Download iOS 14 and iPadOS 14 Around the World [It's Out]

Wednesday September 16, 2020 2:36 am PDT by
Apple's official public release of iOS 14 and iPadOS 14 dropped on Wednesday, September 16, just a day after the company released the Golden Master to third-party developers. Also set to be made available to the general public for the first time are watchOS 7 and tvOS 14. Getting Started With iOS 14 Video Click image to watch iOS 14 Getting Started While that's left a lot of developers...

AirPods Studio Rumored to Come With U1 Chip, Ultra-Wideband Said to Be Vital to Future Apple Ecosystem

Sunday September 20, 2020 6:17 am PDT by
Proven leaker known as "L0vetodream" has today shared a range of information about the ultra-wideband U1 chip in Apple's upcoming AirTags item trackers and AirPods Studio headphones. The first of a series of tweets shared today simply stated that AirPods Studio will contain an ultra-wideband U1 chip. It seems likely that the U1 chip would be used in AirPods Studio to track the location of...

Kuo: Apple to Accelerate Adoption of Mini-LED Displays in iPad and Mac Notebook Lineups

Sunday September 20, 2020 10:00 pm PDT by
Increased competition among Apple's suppliers for mini-LED display chips will accelerate the company's adoption of the advanced technology in its iPad and MacBook lineups, according to a new research note from analyst Ming-Chi Kuo seen by MacRumors. Kuo says that while Epistar had been predicted to be the exclusive supplier of mini-LED chips for Apple products in 2021, Sanan Optoelectronics...

Top Stories: Apple Event Recap, Apple Watch Series 6, Redesigned iPad Air, and More

Saturday September 19, 2020 6:00 am PDT by
This week's news was obviously dominated by Apple's media event and the launch of iOS 14, but there was a lot to digest, so check out our summary below for the high-level view of the past week. With the exception of the massively redesigned iPad Air, all of the new hardware introduced this week is starting to appear on store shelves and on customers' doorsteps, while all of the new software...

Apple Updates AirPods 2 and AirPods Pro Firmware to Version 3A283

Monday September 14, 2020 11:24 am PDT by
Apple today released new 3A283 firmware updates for the second-generation AirPods and the AirPods Pro. The second-generation AirPods are being updated from the 2D15 firmware they were previously running, while the AirPods Pros are being updated from the 2D27 firmware they had installed previously. Apple does not provide details on what's included in refreshed firmware so we don't know what's ...