Tim Cook Travels to Sweden to Visit Local Apple Office and Discuss Augmented Reality [Updated]

After first traveling around France earlier in the week and meeting with French president Emmanuel Macron, then heading to Oxford University in the United Kingdom for the opening of The Oxford Foundry, Apple CEO Tim Cook has now traveled to Stockholm, Sweden today. Just after 9 a.m. local time, Cook was spotted getting out of a black, unmarked Mercedes in Stockholm.

Cook was on Kungsgatan, a street in central Stockholm where Apple's office is located within the city, and an eyewitness speaking to Breakit [Google Translate] said that the CEO traveled with "a whole entourage" into the building, then "rushed out" a few hours later. Cook is likely making the usual rounds to other Apple locations, including potentially checking on the progress of Apple's upcoming flagship store in Kungsträdgården, a park located near Apple's offices in the city.

tim cook stockholm

Photos by TT and Jon Wahlqvist, via Breakit

"He had a whole entourage around as he walked across the street," says an eyewitness to Breakit. Tim Cook and his co-workers entered the gateway to Apple's Stockholm office. A few hours later, the Apple boss rushed out of the building again.

Breakit's reporter Jon Wahlqvist asks Tim Cook what he does in Stockholm. However, the Apple boss did not seem to be interested in addressing any such details: "The only thing he said was terrific, terrific, terrific and gave up his thumb. From the car he then waved in the nearest presidential style, "says Jon Wahlqvist.

Cook also stopped to discuss augmented reality with Feber [Google Translate], where he explained that the first few apps using ARKit are comparable to the opening of the App Store in 2008. Even though this first wave of apps might not wow everyone, Cook said that eventually iPhone users will not be able to "imagine a life without" augmented reality. Cook has made similar AR-related comments for years now, and just this week sat down with The Independent and Vogue to discuss the topic even more in-depth.

I do not think they need to understand, not directly. I would like to compare it with when we opened the App Store 2008. When the first apps came out, people were not so impressed. I remember people wrote things like "this is not so amazing" and "this will not be so important". Today, we can not imagine a life without mobile apps and we use them for everything.

I think we'll see a similar curve that we saw with the usual apps. After a first phase, the curve of use will point straight up. AR is fundamentally different to VR because AR can be a part of everything you do, every day.

The interview further discusses how AR can "enhance" human experiences and day-to-day life without replacing anything, as well as how the technology needs to coexist with Apple's initiatives in the artificial intelligence space. Cook also continued championing students learning to code: "I think everyone who goes to school should learn how to code, but I do not think everyone should be a computer engineer. I think the knowledge to know what's possible is the most important, whether you're a fashion designer or journalist or whatever it is."

Update: Tim Cook has also visited with Iggesund Paperboard, a manufacturer of high quality virgin fiber paperboard and Apple's partner in sustainable packaging.

Popular Stories

iPhone 17 Pro Lower Logo Feature 1

iPhone 17 Pro Coming Soon With These 14 New Features

Monday June 30, 2025 1:08 pm PDT by
Apple's next-generation iPhone 17 Pro and iPhone 17 Pro Max are less than three months away, and there are plenty of rumors about the devices. Apple is expected to launch the iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max in September this year. Below, we recap key changes rumored for the iPhone 17 Pro models:Aluminum frame: iPhone 17 Pro models are rumored to have an...
A18 Pro Chip

New MacBook With A18 Pro Chip Spotted in Apple Code

Monday June 30, 2025 8:05 am PDT by
Apple is developing a MacBook with the A18 Pro chip, according to findings in backend code uncovered by MacRumors. Earlier today, Apple analyst Ming-Chi Kuo reported that Apple is planning to launch a low-cost MacBook powered by an iPhone chip. The machine is expected to feature a 13-inch display, the A18 Pro chip, and color options that include silver, blue, pink, and yellow. MacRumors...
iPhone Car Key WWDC 2025

Apple Announces 13 Automakers Planning to Offer iPhone Car Keys

Friday June 27, 2025 11:42 am PDT by
In 2020, Apple added a digital car key feature to its Wallet app, allowing users to lock, unlock, and start a compatible vehicle with an iPhone or Apple Watch. The feature is currently offered by select automakers, including Audi, BMW, Hyundai, Kia, Genesis, Mercedes-Benz, Volvo, and a handful of others, and it is set to expand further. During its WWDC 2025 keynote, Apple said that 13...
maxresdefault

Five Features Coming to AirPods Pro 3

Friday June 27, 2025 10:52 am PDT by
Apple hasn't updated the AirPods Pro since 2022, and the earbuds are due for a refresh. We're counting on a new model this year, and we've seen several hints of new AirPods tucked away in Apple's code. Rumors suggest that Apple has some exciting new features planned that will make it worthwhile to upgrade to the latest model. Subscribe to the MacRumors YouTube channel for more videos. Heal...
macbook air spacegray purple

Apple Planning to Launch Low-Cost MacBook Powered By iPhone Chip

Monday June 30, 2025 3:20 am PDT by
Apple is planning to launch a low-cost MacBook powered by an iPhone chip, according to Apple analyst Ming-Chi Kuo. In an article published on X, Kuo explained that the device will feature a 13-inch display and the A18 Pro chip, making it the first Mac powered by an iPhone chip. The A18 Pro chip debuted in the iPhone 16 Pro last year. To date, all Apple silicon Macs have contained M-series...
anker power bank recall

PSA: Anker Recalls Multiple Power Banks Due to Fire Risk

Friday June 27, 2025 4:16 pm PDT by
Popular accessory maker Anker this month launched two separate recalls for its power banks, some of which may be a fire risk. The first recall affects Anker PowerCore 10000 Power Banks sold between June 1, 2016 and December 31, 2022 in the United States. Anker says that these power banks have a "potential issue" with the battery inside, which can lead to overheating, melting of plastic...
Chase Sapphire Reserve Apple Perk Feature

Chase Sapphire Reserve Card Introduces New Perk for Apple Customers

Wednesday June 25, 2025 2:08 pm PDT by
Chase this week announced a series of new perks for its premium Sapphire Reserve credit card, and one of them is for a pair of Apple services. Specifically, the credit card now offers complimentary annual subscriptions to Apple TV+ and Apple Music, a value of up to $250 per year. If you are already paying for Apple TV+ and/or Apple Music directly through Apple, those subscriptions will...
replay all time playlist apple music

Apple Music Debuts All-New Personalized Playlist

Monday June 30, 2025 7:16 am PDT by
As part of its 10-year celebrations of Apple Music, Apple today released an all-new personalized playlist that collates your entire listening history. The playlist, called "Replay All Time," expands on Apple Music's existing Replay features. Previously, users could only see their top songs for each individual calendar year that they've been subscribed to Apple Music, but now, Replay All...

Top Rated Comments

-BigMac- Avatar
101 months ago
Tim is on the hunt. I have a feeling this a a prerequisite to something bigger.
I agree. Hes really pushing this AR.
Could they have come up with something revolutionary, finally?
Score: 6 Votes (Like | Disagree)
RowellE Avatar
101 months ago
At this point, I feel like he's just going to random places to talk about random things just so people at those places get excited over it when they see him and he gets to feel like a celebrity.
Score: 6 Votes (Like | Disagree)
bollman Avatar
101 months ago
Standing next to a stump.
Person from Iggesund: All the way up there grew the tree before we chopped it down and shipped it to China.
Tim Cook: Breathtaking
Score: 4 Votes (Like | Disagree)
Michaelgtrusa Avatar
101 months ago
Tim is on the hunt. I have a feeling this a a prerequisite to something bigger.
Score: 4 Votes (Like | Disagree)
dasmb Avatar
101 months ago
… local time, Cook was spotted getting out of a black, unmarked Mercedes in Stockholm.
Honestly now -- who marks a Mercedes?
Score: 4 Votes (Like | Disagree)
rpat701 Avatar
101 months ago
I have to agree, Tim is an expert on augmented reality.
I hope you're joking.
Score: 3 Votes (Like | Disagree)