Apple CEO Tim Cook Calls Augmented Reality 'Profound,' Says it Should 'Amplify' Human Contact

cook_heroOver the past few months, Apple CEO Tim Cook has spoken about augmented reality several times, giving us an idea of what Apple might be working on behind the scenes. In a new interview with BuzzFeed News, Cook hints at Apple's approach to augmented reality, suggesting it should encourage, not replace, human contact.

"Augmented reality will take some time to get right, but I do think that it's profound. We might ... have a more productive conversation, if both of us have an AR experience standing here, right? And so I think that things like these are better when they're incorporated without becoming a barrier to our talking. ... You want the technology to amplify it, not to be a barrier."

According to Cook, there is "no substitute" for human interaction, a belief that further lends itself to the idea that Apple is exploring augmented reality experiences over virtual reality experiences. In fact, in the interview, Cook says that while VR "has some interesting applications," he doesn't think it's a "broad-based technology like AR."

Cook has made many similar comments in recent months. In July, Cook said Apple was "high on AR in the long run" and that the company continues "to invest a lot in [AR]." He said he believes augmented reality "can be huge," and in August, he called it a "core technology."

In September, when discussing AR/VR, he said be believes augmented reality "is the larger of the two," because it allows people to "be very present," engaging with one another while having other visual things to see.

According to rumors, Apple has a research team working on augmented and virtual reality, exploring the AR/VR field and investigating how the company could embrace augmented or virtual reality in the future. Apple has reportedly built prototype virtual reality headsets, but Cook's continued comments on augmented reality indicate Apple is more heavily invested in that technology.

Apple has made several AR-related acquisitions and hires in recent months, purchasing companies like Metaio, Faceshift, and Flyby Media, and according to BuzzFeed, Apple has also recently been attending meetings with immersive content companies like Jaunt.

BuzzFeed also points out that some of Apple's existing hardware could be part of a future "AR ecosystem," including the iPhone 7 Plus with its dual-lens camera system, the Apple Watch with GPS and accelerometer, and the AirPods, equipped with dual accelerometers, optical sensors, microphones, and an antenna.

Related Roundup: Apple Glasses

Top Rated Comments

chrismail627 Avatar
76 months ago
Man, Cook seems to be interested in everything in tech *except* computers.
Score: 24 Votes (Like | Disagree)
DarthMoops Avatar
76 months ago
I've always rather enjoyed Actual Reality.
Score: 21 Votes (Like | Disagree)
rizzo41999 Avatar
76 months ago
Personally, think he's wrong here. I think he's basing it too much off of Pokemon Go.
Score: 17 Votes (Like | Disagree)
JOV97 Avatar
76 months ago
When did apple go from being a proactive company to such a reactive one? :(
Score: 15 Votes (Like | Disagree)
SteveJobs2.0 Avatar
76 months ago
He seems to be jumping on whatever the cool thing is without contemplating the long term implications for Apple. First they acquired Beats because they figured that it would make Apple seem hip yo and now they figure that they need to get their something AR out whether it makes sense or not.
Score: 14 Votes (Like | Disagree)
0029937 Avatar
76 months ago
When did apple go from being a proactive company to such a reactive one? :(
Seriously? They're NEVER first, they're always late or last and that's what gives them a huge advantage. See what was a gimmick, what worked and what needed work to be great.
Score: 12 Votes (Like | Disagree)

Popular Stories

airpods pro black background

AirPods Pro 2: Five New Features and Improvements to Expect

Sunday August 14, 2022 3:28 pm PDT by
Apple's second-generation AirPods Pro are finally nearing launch, with a release expected later this year. If you are considering upgrading to the new AirPods Pro once they are released, keep reading for a list of five new features to expect. In addition to all-new features, the second-generation AirPods Pro will likely adopt some features added to the standard AirPods last year. H2 Chip ...
iPhone 14 Dummies 1 Feature

Everything Rumored for Apple's September Event: iPhone 14, Apple Watch Pro and More

Friday August 12, 2022 2:34 pm PDT by
There's just about a month to go until Apple holds its annual September event focusing on new iPhone and Apple Watch models. We thought we'd take a quick look at everything that's rumored for Apple's September event to give MacRumors readers a rundown on what to expect when the first fall event rolls around. iPhone 14 The iPhone 14 can probably be described more as an "iPhone 13S" because...
10th Generation iPad Render

10th-Generation iPad With Major Design Changes Reportedly in Production Ahead of September Launch

Monday August 15, 2022 8:02 pm PDT by
Apple's rumored 10th-generation iPad is currently in production and will feature "major" design changes, according to a report from Taiwanese website DigiTimes. A mockup of the potential 10th-generation iPad design by Renders By Shailesh The report did not provide any specific details about the 10th-generation iPad's new design, but rumors suggest the device will feature a larger 10.5-inch...
ios 16 lock screen feature2

Apple Seeds Sixth Betas of iOS 16 and iPadOS 16 to Developers [Update: Public Beta Available]

Monday August 15, 2022 10:04 am PDT by
Apple today seeded the sixth betas of upcoming iOS 16 and iPadOS 16 updates to developers for testing purposes, with the updates coming a week after Apple released the fifth developer betas. Registered developers can download the iOS and iPadOS 16 profiles from the Apple Developer Center, and once installed, the betas will be available over the air. iOS 16 introduces a revamped Lock...
apple watch se

Apple Watch SE vs. Apple Watch Series 8: New Features to Expect If You've Waited to Upgrade

Monday August 15, 2022 2:44 am PDT by
The Apple Watch SE was announced in September 2020 and has been a popular Apple Watch model for customers looking for their first smartwatch or an affordable Apple Watch. Apple Watch SE customers may be wondering, however, what's in store for them with the upcoming Apple Watch Series 8 and what new features they can expect. Continue reading to find out. Apple Watch SE vs. Apple Watch Series ...
odyssey ark 1

Samsung Launches $3,500 'Odyssey Ark' 55-Inch Curved Gaming Display

Monday August 15, 2022 7:15 am PDT by
Samsung today announced the launch of the Odyssey Ark, which the company says is the world's first 55-inch 4K curved display with a 165Hz refresh rate for improved gaming performance. Samsung first previewed the monitor at CES, but it is now available to order. Subscribe to the MacRumors YouTube channel for more videos. Priced at $3,500, the Samsung Odyssey Ark features mini-LED technology...
top stories 13aug2022

Top Stories: New Battery Percentage Icon in iOS 16, USB-C AirPods Rumor, and More

Saturday August 13, 2022 6:00 am PDT by
This week brought some shocking news for iOS 16 beta testers, with Apple bringing back the iPhone battery percentage to the status bar after a number of years. Other news and rumors this week included word that Apple has started recording portions of its media event planned for next month to introduce the iPhone 14 and Apple Watch Series 8, claims about iPhone 14 Pro pricing and Apple's...