Apple Reiterates 'Enormous Potential' of AR, Hints at 'Devices That May Exist Tomorrow'

In a recent interview with CNET's Scott Stein, Apple's head of augmented reality and virtual reality initiatives Mike Rockwell said AR has "enormous potential" across both "devices that exist today" and "devices that may exist tomorrow."

ipad pro ar room
"AR has enormous potential to be helpful to folks in their lives across devices that exist today, and devices that may exist tomorrow, but we've got to make sure that it is successful," Rockwell told Stein. "For us, the best way to do that is to enable our device ecosystem, so that it is a healthy and profitable place for people to invest their time and effort."

Apple is widely rumored to be developing both an AR/VR headset and glasses, but with neither product expected to be released until 2022 at the earliest, Apple continues to play up AR/VR technology in more vague terms. Apple and its CEO Tim Cook have repeatedly referred to AR as "big" and "profound" over the years.

"There's a lot more we can do, especially related to our understanding of the environment that is around us," Rockwell said. "We can recognize people, but if you think about what a human being can understand about an environment, there's no reason that in the fullness of time a device can't have that level of understanding, too, and provide that to developers."

"We'll be working together with the blind and partially sighted communities to improve specifically on the people-detection side," added Allessandra McGinnis, Apple's senior product manager for AR, referring to potential accessibility features.

The whole interview reads like yet another tease of the so-called "Apple Glasses":

"A few years from now, it'll be one of those things where you kind of can't remember living without it, just like the internet," said Rockwell, referring to AR. "You're going to feel like, wow, I'm using this on a regular basis … it will become just integrated into our lives."

In May, reputable analyst Ming-Chi Kuo predicted that "Apple Glasses" will launch in 2022 at the earliest and provide an "innovative" user experience.

Related Roundup: Apple Glasses

Top Rated Comments

Kleber20 Avatar
5 days ago at 06:57 am


Kinda nonsense photo no? furniture should only appear on iPad and not real room to portray AR

the actual AR object itd the frame above the sofa and pillows on the sofa :D

it’s like a: find the 10 differenceps game xD
Score: 10 Votes (Like | Disagree)
MOKHAN Avatar
5 days ago at 06:40 am
You know what this means guys... new iPad TOMORROW!!!!
Score: 9 Votes (Like | Disagree)
MrTemple Avatar
5 days ago at 08:02 am


Hmmm, is AR really a thing? I mean sure there are some applications of it, but even games are not racing to use AR. There will be novelty apps great for demos, but it feels like the real life benefits are not really there yet.

OTOH, plenty of AR used for selfies/Tiktok. Yay... I guess? :D

If you’re having trouble imagining AR’s uses, gaming is actually the BEST place to look.

Gaming has used HUD interfaces for pretty much ever.

Because a HUD is so damn useful. LITERALLY game-changing.

A HUD for real life will change how we go through the world forever.
Score: 7 Votes (Like | Disagree)
ian87w Avatar
5 days ago at 06:49 am
Hmmm, is AR really a thing? I mean sure there are some applications of it, but even games are not racing to use AR. There will be novelty apps great for demos, but it feels like the real life benefits are not really there yet.

OTOH, plenty of AR used for selfies/Tiktok. Yay... I guess? :D
Score: 4 Votes (Like | Disagree)
matthew23 Avatar
5 days ago at 07:06 am
The future is now! Soon every American home will integrate their television, phone and computer. You'll be able to visit the Louvre on one channel, or watch female wrestling on another. You can do your shopping at home, or play Mortal Kombat with a friend from Vietnam. There's no end to the possibilities!
Score: 4 Votes (Like | Disagree)
DocStone Avatar
5 days ago at 07:36 am
Somebody find Sara Connor.
Score: 3 Votes (Like | Disagree)

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