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 Vision Pro
Buyer's Guide: Vision Pro (Buy Now)
Related Forum: Apple Vision Pro

Popular Stories

iPhone 16 Pro Sizes Feature

iPhone 16 Series Is Just Two Months Away: Everything We Know

Monday July 15, 2024 4:44 am PDT by
Apple typically releases its new iPhone series around mid-September, which means we are about two months out from the launch of the iPhone 16. Like the iPhone 15 series, this year's lineup is expected to stick with four models – iPhone 16, iPhone 16 Plus, iPhone 16 Pro, and iPhone 16 Pro Max – although there are plenty of design differences and new features to take into account. To bring ...
maxresdefault

Apple's AirPods Pro 2 vs. Samsung's Galaxy Buds3 Pro

Saturday July 13, 2024 8:00 am PDT by
Samsung this week introduced its latest earbuds, the Galaxy Buds3 Pro, which look quite a bit like Apple's AirPods Pro 2. Given the similarities, we thought we'd compare Samsung's new earbuds to the AirPods Pro. Subscribe to the MacRumors YouTube channel for more videos. Design wise, you could potentially mistake Samsung's Galaxy Buds3 Pro for the AirPods Pro. The Buds3 Pro have the same...
Beyond iPhone 13 Better Blue Face ID Single Camera Hole

10 Reasons to Wait for Next Year's iPhone 17

Monday July 8, 2024 5:00 am PDT by
Apple's iPhone development roadmap runs several years into the future and the company is continually working with suppliers on several successive iPhone models simultaneously, which is why we sometimes get rumored feature leaks so far ahead of launch. The iPhone 17 series is no different – already we have some idea of what to expect from Apple's 2025 smartphone lineup. If you plan to skip...
macbook pro january

Best Buy's Black Friday in July Sale Takes Up to $700 Off M3 MacBook Pro for Members

Monday July 15, 2024 11:05 am PDT by
Best Buy's "Black Friday in July" sale is in full swing today, and in addition to a few iPad Air discounts we shared earlier, there are also some steep markdowns on the M3 MacBook Pro. You will need a My Best Buy Plus or Total membership in order to get some of these deals. Note: MacRumors is an affiliate partner with Best Buy. When you click a link and make a purchase, we may receive a small...
Generic iOS 18 Feature Real Mock

Apple Seeds Revised Third Betas of iOS 18 and iPadOS 18 to Developers

Monday July 15, 2024 10:09 am PDT by
Apple today seeded updated third betas iOS 18 and iPadOS 18 to developers for testing purposes, with the software coming a week after Apple initially released the third betas. Registered developers are able to opt into the betas by opening up the Settings app, going to the Software Update section, tapping on the "Beta Updates" option, and toggling on the ‌iOS 18/iPadOS 18‌ Developer Beta ...
ipaos 18 image playground

Apple Releases First iOS 18 and iPadOS 18 Public Betas

Monday July 15, 2024 1:16 pm PDT by
Apple today provided the first betas of iOS 18 and iPadOS 18 to public beta testers, bringing the new software to the general public for the first time since the Worldwide Developers Conference in June. Apple has seeded three developer betas so far, and the first public beta includes the same content that's in the third developer beta. Subscribe to the MacRumors YouTube channel for more videos. ...

Top Rated Comments

tigres Avatar
111 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)
nikko1423 Avatar
111 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)
jrlcopy Avatar
111 months ago
IF only there was a decent video card on the mac so it would be supported.
Score: 8 Votes (Like | Disagree)
Deuce on the Clock Avatar
111 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)
Benjamin Frost Avatar
111 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)
CJM Avatar
111 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)