In a recent interview with The Independent, Apple CEO Tim Cook once again demonstrated a positive assessment of AR augmented reality and talked about it from a realistic user perspective.
Cooke believes that for many applications, AR is preferable to VR because "Most people don't want to lock themselves out of the real world... With AR, you don't get out of reality, but instead virtualize it into reality."
Cook compared the potential impact of AR and iPhone. He described AR as a "product that everyone must have". He said: "I think the concept of AR is very large."
Cook not only shared his personal enthusiasm, Apple has always been recruiting AR and VR veterans, Cook's remarks and Apple's actions can be seen as a sign of Apple's AR product development program.
However, Cook also called for patience, and stated that there is still much to be done before AR becomes mainstream. This may indicate that Apple has encountered problems in this emerging field of AR and may have encountered the same problems as the startup Magic Leap. Magic Leap's technology may be the standard holder of AR, but it still faces expansive expectations and technical gaps. The leaked prototype of Magic Leap prototype also shows that the product is still very early. For Microsoft's HoloLens, which is aimed at developers, the cost is too high and the technology is not fully mature and the sales volume is not high.
Apple and its shareholders must be very happy to see Augmented Reality become another iPhone. Currently, the performance of Apple Watch can only be regarded as a medium product. The company is also cutting its spending on autonomous driving research recently, and the smart phone market for iPhone is also becoming more crowded. Then, in an area that can change the world, Apple may make a heavy bet.
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