Apple CEO Tim Cook Excited About AR Because of Appeal to Both Businesses and Consumers

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During the question and answer section of today's earnings call for the first fiscal quarter of 2020, Apple CEO Tim Cook was asked when he felt that people would feel the first impact of AR on their lives.

Cook said that AR is exciting to him because there are AR uses for consumer applications and enterprise applications, which is a rarity.

ipad augmented reality

There are consumer applications and there are enterprise applications. This is the reason we're so excited about AR. You rarely have new technology that both business and consumers see as key to them.

That's the reason I think it's going to pervade your life - it's going to go across both business and home life. I think these things will happen in parallel. You can go in the App Store and ARKit apps, and enterprises are working on AR.

Apple is rumored to be including new AR capabilities in its 2020 iPhones, through the introduction of a new 3D camera that uses ToF laser technology for measuring the distance between objects, which will make AR apps better than ever.

Apple is also said to be working on some kind of augmented reality headset, which could come out in the next few years.

Tag: AR

Top Rated Comments

AppleHealth Avatar
11 months ago
Literally.. he says the same thing about AR every quarter. Who keeps asking him about it? We Know! ?
Score: 11 Votes (Like | Disagree)
ZZ Bottom Avatar
11 months ago
Such a fluffy pointless sound bite.
Score: 8 Votes (Like | Disagree)
DocMultimedia Avatar
11 months ago


Literally.. he says the same thing about AR every quarter. Who keeps asking him about it? We Know! ?

I groaned when that question was brought up. I'm waiting for 2026 when the response might be decent.
Score: 3 Votes (Like | Disagree)
DeepIn2U Avatar
11 months ago


I groaned when that question was brought up. I'm waiting for 2026 when the response might be decent.

I also groaned when the question was brought. I'm not waiting for 2026 as a major progress of AR. Heck look back to the 80's of Lawnmowerman and compare what you see in that move to what VR gives us today ... heck we having even grasped interactive chairs to go with the controllers and the VR glasses in real-life vs what the movie had/envisioned.

Whomever worked on Apple Campus 1 with the mothership app and the 3D aluminum display really did a great job. But practical applications without real visionary software and use case means it's still a pipe dream and minimal distraction.
Score: 2 Votes (Like | Disagree)
MartyvH Avatar
11 months ago
AR is still waiting for its killer app that millions of people will use and benefit from.
Score: 2 Votes (Like | Disagree)
sblemmy Avatar
11 months ago


Tim Cook wants to invent AR like Al Gore invented the internet. In reality, nobody cares unless maybe if it's hands free and doesn't block your view like HoloLens 2, Glass Enterprise Edition 2, etc.

We're currently living in the Netherlands, and I think about this every day. How nice would it be to have glasses that would translate signage from Dutch to English? It's incredibly awkward trying to use the real-time translation on Google Translate holding a phone.
Score: 1 Votes (Like | Disagree)

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