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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

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AppleHealth
81 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)
Z
ZZ Bottom
81 months ago
Such a fluffy pointless sound bite.
Score: 8 Votes (Like | Disagree)
DocMultimedia Avatar
DocMultimedia
81 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)
MartyvH Avatar
MartyvH
81 months ago
AR is still waiting for its killer app that millions of people will use and benefit from.
Score: 2 Votes (Like | Disagree)
DeepIn2U Avatar
DeepIn2U
81 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)
EdT Avatar
EdT
81 months ago

AR is still waiting for its killer app that millions of people will use and benefit from.
The problem is that when that killer app shows up people with phones even a year old won’t have the correct hardware or a fast enough processor to run that app. How many years have iPhones technically had AR capability? How many practical, useful apps are there right now? The apps that exist now technically work, but are either slow, inaccurate, glitchy or are gimmicks (adding a dinosaur to live video for example) that are amusing a couple of times at most and then never opened again.

I honestly can’t think of an app that is just screaming that it needs AR capability. Not ‘can AR be added’ but that AR will make it better.


It has nothing to do with the app. The problem is the hardware. How would AR work in the consumer space? Convince everyone to wear glasses? And simultaneously convince everyone that they don’t need to worry about being constantly recorded? Or is this an occasional cool thing to use when you hold up your iPhone, which I think apps like Yelp already had but it didn’t really take off. I don’t know, but Google failed at this as will Apple unless they’re really working on something we haven’t thought of.
I agree with your post but the number of good and profitable ideas that I haven’t thought of is depressingly large.
Score: 1 Votes (Like | Disagree)
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