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.

Top Rated Comments

-BigMac- Avatar
53 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
53 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
53 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
53 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
53 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
53 months ago
I have to agree, Tim is an expert on augmented reality.
I hope you're joking.
Score: 3 Votes (Like | Disagree)

Related Stories

studio buds family

Beats Studio Buds Debuting Today With Active Noise Cancellation, Stemless Design, and More for $150

Monday June 14, 2021 8:00 am PDT by
We've seen a lot of teasers about the Beats Studio Buds over the past month since they first showed up in Apple's beta software updates, and today they're finally official. The Beats Studio Buds are available to order today in red, white, and black ahead of a June 24 ship date, and they're priced at $149.99. The Studio Buds are the first Beats-branded earbuds to truly compete with AirPods...
YouTube Picture in Picture Feature

YouTube Premium Subscribers Can Now Use iOS Picture-in-Picture: Here's How

Wednesday August 25, 2021 3:55 am PDT by
Google has rolled out picture-in-picture support as an "experimental" feature for YouTube premium subscribers, allowing them to watch video in a small window when the app is closed. If you're a premium YouTube subscriber looking to try out picture-in-picture, follow these steps: Launch a web browser and sign into your YouTube account at YouTube.com. Navigate to www.youtube.com/new. Scroll...
gradiente iphone white

Brazilian Electronics Company Revives Long-Running iPhone Trademark Dispute

Tuesday May 19, 2020 1:06 pm PDT by
Apple has been involved in a long-running iPhone trademark dispute in Brazil, which was revived today by IGB Electronica, a Brazilian consumer electronics company that originally registered the "iPhone" name in 2000. IGB Electronica fought a multi-year battle with Apple in an attempt to get exclusive rights to the "iPhone" trademark, but ultimately lost, and now the case has been brought to...
youtube apple tv

YouTube Discontinuing 3rd-Generation Apple TV App, AirPlay Still Available

Wednesday February 3, 2021 3:09 pm PST by
YouTube is planning to stop supporting its YouTube app on the third-generation Apple TV models, where YouTube has long been available as a channel option. A 9to5Mac reader received a message about the upcoming app discontinuation, which is set to take place in March.Starting early March, the YouTube app will no longer be available on Apple TV (3rd generation). You can still watch YouTube on...
ryanscoolios13thumbnail

Apple Releases iOS 13.1.3 With Bug Fixes for Phone, Mail, Health, and More

Tuesday October 15, 2019 10:09 am PDT by
Apple today released iOS 13.1.3 and iPadOS 13.1.3, minor updates to the iOS 13.1.2 software that was released two weeks ago. This is the fourth update to the iOS 13 operating system that came out in September. The iOS and iPadOS 13.1.3 updates are available on all eligible devices over-the-air in the Settings app. To access the updates, go to Settings > General > Software Update....
bluetti eb70 main

MacRumors Giveaway: Win a Bluetti EB70 Portable Power Station and 200W Solar Panel

Friday September 3, 2021 11:13 am PDT by
For this week's giveaway, we've teamed up with MAXOAK to offer MacRumors readers a chance to win a Bluetti portable power station and an accompanying solar panel. Bluetti makes a range of portable power station options that are useful for camping, emergencies, power outages, off-grid living, and similar situations. The Bluetti EB70 is a solid middle of the road option that offers 716Wh and...
M1X MBP Feature

Leaker: Upcoming MacBook Pro to See Price Hike Over Current Model, Equal Performance Across 14 and 16-Inch Sizes

Tuesday August 24, 2021 5:28 am PDT by
The upcoming 14-inch MacBook Pro is set to be more expensive than the current 13-inch MacBook Pro and both the 14 and 16-inch models will offer the same performance, according to the leaker known as "Dylandkt." The leaker shared the information on Twitter, explaining that both of the upcoming MacBook Pro models, expected to come in 14 and 16-inch sizes, will feature the same performance due...
iphone 13 teal with text

Apple Expecting iPhone and iPad Supply Constraints in September Quarter

Tuesday July 27, 2021 2:34 pm PDT by
During today's earnings call covering the third fiscal quarter of 2021 (second calendar quarter), Apple CFO Luca Maesteri said that Apple is expecting supply constraints to affect the iPhone and the iPad in the coming quarter. "The supply constraints that we've seen in the June quarter will be higher in the September quarter," said Maestri. The constraints will impact iPhone and iPad sales...
os x mountain lion macs 16x9 2

Apple Makes OS X Lion and Mountain Lion Free to Download

Wednesday June 30, 2021 12:19 pm PDT by
Apple recently dropped the $19.99 fee for OS X Lion and Mountain Lion, making the older Mac updates free to download, reports Macworld. Apple has kept OS X 10.7 Lion and OS X 10.8 Mountain Lion available for customers who have machines limited to the older software, but until recently, Apple was charging $19.99 to get download codes for the updates. As of last week, these updates no...
maxresdefault

Craig Federighi and Greg Joswiak Discuss iPadOS 15, macOS Monterey, Privacy, Shortcuts on Mac, and More

Saturday June 12, 2021 6:12 am PDT by
As is tradition, Apple executives Craig Federighi and Greg Joswiak joined Daring Fireball's John Gruber in an episode of The Talk Show to discuss several announcements that Apple made over this weeks WWDC, including iPadOS 15, macOS Monterey, and a large focus around privacy. Federighi kicks off the conversation discussing the common architecture, now thanks to Apple silicon, across all of...