Tim Cook says 'stay tuned' to see how Apple will evolve AR with humanity

Apple CEO Tim Cook has repeated how excited he is by AR, but now also emphasized how the company is working to make products that put "humanity at the center of it."

Tim Cook has regularly spoken about being excited over AR and what it can offer, without ever detailing anything about Apple AR plans. In a short new interview, though, he has both talked up the future of AR, and made it clear where Apple sees the challenges of it.

In this @ChinaDailyUSA interview, @tim_cook was asked about AR and VR headsets...watch his response... Reality is coming@mingchikuo @Scobleizer @CharlieFink @SkarredGhost @CapStark7 pic.twitter.com/tJz5j9dBVB
— Csar (@cesarberardini) June 22, 2022

"I am incredibly excited about AR as you might know," he told China Daily, "and the critical thing to any technology including AR is putting humanity at the center of it. And that is what we focus on every day."

"Right now, as an example, we have over 14,000 ARKit apps in the App Store which provide AR experiences for millions of people around the world," he continued. "But I think despite that, we're still in the very early innings of how this technology will evolve."

"I couldn't be more excited about the opportunities we've seen in this space," said Cook, "and sort of stay tuned, and you'll see what we have to offer."

Previously, Cook has also said that AR needs to avoid "distracting [users] from the physical world and your physical relationships."

13 Comments

slurpy 5389 comments · 15 Years

About 2 years ago

I strongly believe what Apple reveals in this space will be mind blowing, and will actually have meaningful, useful and well thought out applications. They’re not just gonna shit out an AR product for the hell of it, or as a superfluous gimmick.

emcnair 17 comments · 8 Years

slurpy said:

I strongly believe what Apple reveals in this space will be mind blowing, and will actually have meaningful, useful and well thought out applications. They’re not just gonna shit out an AR product for the hell of it, or as a superfluous gimmick.

I agree. It’s also clear that any headset that Apple creates won’t isolate you from the rest of the world.

humbug1873 171 comments · 2 Years

Following his predecessor (the other guy managing SJ products well, while being unable to reproduce that level of creativity John Sculley), is this Tim Cooks Newton then?

OctoMonkey 338 comments · 4 Years

Tuned in? Sadly after 35 years of being an Apple fanboy, I am largely tuned out. There is little, if anything, coming out of Cupertino which causes me to sit-up and take notice. I still keep abreast of Apple news, but twenty years ago I was checking twice a day, now maybe twice a week... maybe.

9secondkox2 3136 comments · 8 Years

OctoMonkey said:

Tuned in? Sadly after 35 years of being an Apple fanboy, I am largely tuned out. There is little, if anything, coming out of Cupertino which causes me to sit-up and take notice. I still keep abreast of Apple news, but twenty years ago I was checking twice a day, now maybe twice a week... maybe.

Bruh… one company cannot change the world every day. Any company is fortunate if they ever have even one revolutionary product in its entire life cycle.

Apple? Let’s see… the mouse, the mass market GUI, the first tablet (newton) which evolved into the most successful tablet (iPad), the iPod and iTunes, airdrop (I mean come on, this unsung hero has transformed computing life), the IPHONE, the Apple Watch, which ushered in a new era of smart watches snd defined the segment, and now bleeding edge SOCs, taking ARM architecture to unbelievable new heights. Then there are the car rumors, the AR evidence, etc.

I’m sorry, but even if you hate Apple through and through for whatever reason, you must acknowledge they have developed hot after hit, are more exciting than any other tech company, execute impossible dreams nearly perfectly to make them reality, and unlike Microsoft, they don’t ditch them a couple years later. They iterate and iterate until it’s perfect snd then build on that some more. Your take just doesn’t align with the real world.

Personally looking forward to AR, so long as it isn’t overreaching, censored to align with only one political or moral bias, or privacy invasive.