Apple CEO Tim Cook: 'I Think Augmented Reality is Big and Profound'
During today's earnings call covering the third fiscal quarter of 2017, Apple CEO Tim Cook was asked about ARKit and how he foresees developers using the service when it first launches. In response, Cook once again reiterated his excitement about augmented reality, and in short, said he expects to see a wide variety of applications shortly after iOS 11 becomes available this fall.
Cook pointed towards many of the demos that we're already seeing, which have ranged from games and entertainment to more practical applications like furniture placement and measurement.
"I could not be more excited about AR and what we're seeing with ARKit," said Cook. "What categories? What's on the web in terms of what people are doing? It's all over the place, from entertainment to gaming." He went on to say that he expects to see small business solutions, consumer solutions, and enterprise solutions, though he mentioned enterprise "takes a little longer to get going sometimes."
"I think AR is big and profound," he went on to say. "This is one of those huge things that we'll look back at and marvel at the start of it. I think customers are going to see it in a variety of ways and it feels great to get [AR] going at a level that can get all of the developers behind it."
A recreation of A-ha's "Take On Me" made using ARKit
In an interview with
CNBC after the earnings call, Cook said he believes the iPhone will become even more essential than it already is once augmented reality features are widely available.
"The smart phone is becoming even more important to people because it's going across so much of your life and you can tell by some of the things we did at WWDC that that will only continue," Cook told CNBC's Josh Lipton. "And with things like AR… I think it becomes even more essential than it currently is. I know it's hard to believe, but I think that's the case."
When iOS 11 launches in the fall, it's set to become the largest AR platform in the world thanks to the myriad iPhones and iPads that are in the hands of customers. Developers are already building a huge range of ARKit-based apps and games, which will also start launching this fall.
Popular Stories
Apple today updated its trade-in values for select iPhone, iPad, Mac, and Apple Watch models. Trade-ins can be completed on Apple's website, or at an Apple Store.
The charts below provide an overview of Apple's current and previous trade-in values in the U.S., according to its website. Maximum values for most devices either decreased or saw no change, but the iPad Air received a slight bump.
...
Apple is promoting the new Liquid Glass design in iOS 26, showing off the ways that third-party developers are embracing the aesthetic in their apps. On its developer website, Apple is featuring a visual gallery that demonstrates how "teams of all sizes" are creating Liquid Glass experiences.
The gallery features examples of Liquid Glass in apps for iPhone, iPad, Apple Watch, and Mac. Apple...
Following more than a month of beta testing, Apple released iOS 26.1 on Monday, November 3. The update includes a handful of new features and changes, including the ability to adjust the look of Liquid Glass and more.
Below, we outline iOS 26.1's key new features.
Liquid Glass Toggle
iOS 26.1 lets you choose your preferred look for Liquid Glass.
In the Settings app, under Display...
Apple's online store in the U.S. is suddenly offering a pack of four AirTags for just $29, which is the same price as a single AirTag.
This is likely a pricing error, and it is unclear if orders will be fulfilled. Apple has not discounted the AirTag four-pack in any other countries that we checked.
Delivery estimates are already pushing into late November to early December, suggesting...
The smarter, more capable version of Siri that Apple is developing will be powered by Google Gemini, reports Bloomberg. Apple will pay Google approximately $1 billion per year for a 1.2 trillion parameter artificial intelligence model that was developed by Google.
For context, parameters are a measure of how a model understands and responds to queries. More parameters generally means more...
Apple in iOS 26.2 will disable automatic Wi-Fi network syncing between iPhone and Apple Watch in the European Union to comply with the bloc's regulations, suggests a new report.
Normally, when an iPhone connects to a new Wi-Fi network, it automatically shares the network credentials with the paired Apple Watch. This allows the watch to connect to the same network independently – for...
IKEA today announced the upcoming launch of 21 new Matter-compatible smart home products that will be able to interface with HomeKit and the Apple Home app. There are sensors, lights, and control options, all of which will be reasonably priced. Some of the products are new, while some are updates to existing lines that IKEA previously offered.
There are a series of new smart bulbs that are...
It's been over a decade since Apple's HomeKit smart home platform launched, and it is overdue for an update. HomeKit and the Home app can no longer keep up with AI-powered solutions from other companies like Google and Amazon, but that's set to change with a smart home revamp that Apple has planned for 2026.
Home Hub
Apple is working on a home hub or "command center" that will serve as a...
The all-new intro sequence for Apple TV was made with practical effects and shot in-camera, Ad Age reports.
Rather than using digital techniques, the new sequence was made by shooting large glass versions of the Apple TV logo, with physical motion and changing lighting used to create effects. Apple partnered with TBWA\Media Arts Lab to create the intro.
Ad Age released an exclusive look...
