CEO of Apple Tim Cook Underscores Importance of AR While Downplaying VR & Metaverse 


CEO of Apple Tim Cook Underscores Importance of AR While Downplaying VR & Metaverse 

AR Advocate

Apple Inc. Chief Executive Tim Cook has stated that augmented reality (AR) is the future. At the same time, Cook played down the potential of the so-called metaverse, according to an interview published by the Dutch media outlet Bright last Friday.

Cook’s attitude comes in stark contrast to Meta (formerly Facebook) CEO Mark Zuckerberg’s, who sees the virtual world as the future. Cook, not as enthusiastic about virtual reality (VR) and the metaverse, said:

“I always think it’s important that people understand what something is. I’m really not sure the average person can tell you what the metaverse is.”

So far, Apple has intentionally avoided using the word “metaverse” directly.

Cook believes that VR — one of the underlying technologies of the metaverse — is limiting, even though it is more immersive. “I don’t think you want to live your whole life that way,” Cook added. “VR is for regular periods, but not a way to communicate well.”

Headset & Glasses

The Cupertino, California-based multinational technology company, founded by Steve Jobs, Steve Wozniak and Ronald Wayne in 1976, is reportedly developing at least two new mixed-reality products: an AR/VR standalone headset, and AR glasses. Allegedly, the headset is set to debut either this year or in 2023; the development of the glasses, however, is murky and they are thought to be years away from release.

Cook also said computer programming is the most important language students can learn today and called climate change the world’s biggest challenge. “The world is now on an unsustainable course,” he said, highlighting Apple’s efforts in reducing its carbon footprint.

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