AR is more present than VR: Apple CEO Tim Cook

Apple CEO Tim Cook favours augmented reality over virtual reality and believes AR is more commercially viable

By: Tech Desk | Published:September 15, 2016 3:14 pm
Apple, Apple CEO Tim Cook, Augmented Reality, Virtual Reality, AR, VR, Tim Cook iPhone, apple, Apple stock, apple iPhone 7, apple iPhone 7 sales, apple iPhone 7 sales rocket, apple iPhone 7, Apple shares, iPhone, iPhone sales, Wall Street, Apple iPhone 7 specs, iPhone 7 price, iPhone 7 availability, tech news, technology Apple CEO Tim Cook with Telangana CM Chandrashekar Rao during his India visit (Source: File Photo)

Apple has been widely reported to be working on its own form of augmented reality glasses. Now, the company CEO Tim Cook has made a statement confirming his bullish stance on AR over VR. In an exclusive interview with ABC News, Tim Cook says “Virtual Reality and Augmented Reality are incredibly interesting but AR is more present compared to VR.” Tim Cook says he personally likes augmented reality more and believes the technology gives it a scope to become more commercially viable.

Augmented Reality is already an emerging trend in the world of mixed reality. Microsoft has its won AR headset called HoloLens while Google-backed MagicLeap is developing a radical new AR technology. Augmented Reality, basically augments digital imagery in the real world and makes the user available in the real world. On the contrary, VR isolates the user from real world and by projecting digital data with the help of a gadget.

Augmented Reality is however not just limited to wearables. Pokemon Go, the recent gaming app from Pokemon franchise and Niantic Labs, shows a great example of augmenting digital imagery into the real world. Disney is also aggresively experimenting augmented reality to bring colouring books to life. With its iPad app, Disney is projecting characters in 3D while users are colouring them. Disney is calling the technology as “Live Texturing of Augmented Reality Characters from Colored Drawings”.

While Pokemon Go and Disney’s app work on Apple’s mobile OS, the Cupertino-based consumer technology giant has not yet produced its own AR or VR product yet. It is also unclear how Apple plans to push AR (an area of interest for its CEO) further.

“Virtual reality sort of encloses and immerses the person into an experience that can be really cool, but probably has a lower commercial interest over time,” Cook told ABC News’ Roberts. He added, VR has great potential in the fields of education and gaming, but prefers to put his money in augmented reality.

Also Read: Siri goes to the next level with iOS 10, and yes it works in India

Apple is already rumoured to introduce next iPhone with a radical new design and integrate features like AI and machine learning into its mobile operating system. It is even possible that Apple will try and integrate augmented reality into iOS for a more immersive experience.