Apple CEO Tim Cook on Augmented Reality: 'We Continue to Invest a Lot in This'

Apple CEO Tim Cook today told investors that Apple is continuing to invest in augmented reality, and that the company is "high on AR in the long run." Cook's comments came after he was questioned about Pokémon Go, the hit augmented reality game developed by Niantic Labs, Nintendo, and The Pokémon Company.

Cook, who continually referred to "Pokémon" as "Pokemans," said Pokémon Go is a "testament to what happens to innovative apps," giving the App Store credit for empowering developers to "press a button" and "offer a product around the world." He went on to say that augmented reality offers a great commercial opportunity and great opportunities for consumers.

Pokemon GO iOS screenshots

AR can be really great. We have been and continue to invest a lot in this. We're high on AR in the long run and we think there are great things for customers and a great commercial opportunity. The number one thing is to make sure that our products work well with other developer's products like Pokémon, and that's why you see so many iPhones in the wild chasing Pokemans.

Cook went on to say that he believes augmented reality "can be huge." "We'll see whether it's the next platform," he said. "Regardless, it will be huge."

In the past, rumors have suggested Apple has a secret research team working on augmented reality and virtual reality, exploring the AR/VR field and investigating how the company could embrace augmented or virtual reality in the future.

Apple has also made a number of augmented reality acquisitions, purchasing companies like Metaio, Faceshift, and Flyby Media. How Apple might incorporate augmented reality into its products remains a mystery, but there are applications related to Maps and Photos that could be on the horizon.

Earlier this year, Cook made similar comments about virtual reality, calling it more than just a niche product. "It's really cool and it has some interesting applications," he said.

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Top Rated Comments

jdillings Avatar
78 months ago
Pokemans? Really, Tim?
Give him a break....he's been busy doubling down on watch bands and hasn't had time to keep up with the latest apps.
Score: 41 Votes (Like | Disagree)
Prof. Avatar
78 months ago
Pokemans? Really, Tim?
Score: 36 Votes (Like | Disagree)
Mactendo Avatar
78 months ago
Sounds like a total PR BS, he's just saying what people want to hear. You can ask him about anything and he'll reply the same.

We have been and continue to invest a lot in this. We're high on [insert anything here] in the long run and we think there are great things for customers and a great commercial opportunity.
Score: 17 Votes (Like | Disagree)
Even Longer Avatar
78 months ago
It seems, Tim Cook already lives in his own augmented reality for quite some time...
Score: 15 Votes (Like | Disagree)
CarlJ Avatar
78 months ago
Isn't this stuff for 8 year-olds?
Yes, it's for 8 year-olds. Only. Once you reach the age of 13 and go through the customary ritual of having your fun chip ceremonially removed, things like Pokémon Go obviously hold no interest. You'll be interested only in global politics and stock market reports, as is normal and expected. Unfortunately, somehow a lot of people made it past 13 years old without having their fun chips removed and these defective people are wandering the world as full grown adults who are still, sadly, having fun. World leaders are expected to get together soon to discuss how best to handle this unfortunate situation.
Score: 12 Votes (Like | Disagree)
dtich Avatar
78 months ago
I have no interest in either augmented or virtual reality, and don't believe that either area offers anything of interest to the general public.

That said, Apple have quite a lot of money, so they may feel that they can afford to invest in these areas.
um. both of those areas will be hugely innovative tech in the coming years, affecting many, many disciplines. so, you may have 'no interest', but you will be in the minority in the near future on this.
Score: 10 Votes (Like | Disagree)

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