Tim Cook says Augmented Reality will 'definitely happen'

"And it will almost be like eating three meals a day," said Apple's CEO.


Tim Cook, CEO of Apple Inc., spoke with Senator Orin Hatch at his Utah Tech Tour on Friday. They discussed Apple's stance on encryption, their product philosophy, Steve Jobs legacy and augmented reality.

Most interesting to Shacknews readers are Cook's comments on augmented reality. Apple's CEO said that AR will "definitely happen' adding that it could "take a little while." Cook said that there are some technological impediments that are preventing an AR device to hit the mainstream market. He does expect augmented reality to come to market "in a big way." "I do think that a significant portion of the population of developed countries, and eventually all countries, will have AR experiences everyday," said Tim Cook. "And it will almost be like eating three meals a day." Cook also went on to say that he believes virtual reality is challenged by form factor issues of head mounted displays, but he is excited by the new content that could come to gaming and education.

Cook had previously mentioned being very bullish on augmented reality on Apple Inc.'s July earnings conference call, saying that the company will "continue to invest in this."


Asif Khan is the CEO and majority shareholder of Shacknews. He began his career in video game journalism as a freelancer in 2001 for Tendobox.com. Asif is a CPA and was formerly an investment adviser representative. After much success in his own personal investments, he retired from his day job in financial services and is currently focused on new private investments. His favorite PC game of all time is Duke Nukem 3D, and he is an unapologetic fan of most things Nintendo. Asif first frequented the Shack when it was sCary's Shugashack to find all things Quake. When he is not immersed in investments or gaming he is a purveyor of fine electronic music. Asif also has an irrational love of Cleveland sports.

From The Chatty
  • reply
    October 3, 2016 1:00 PM

    Asif Khan posted a new article, Tim Cook says Augmented Reality will "e;definitely happen"e;

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      October 3, 2016 1:04 PM

      Did he say if it was gonna 0wn?

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        October 3, 2016 1:05 PM

        i think whether it 0wns or not will be fairly subjective c->star

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      October 3, 2016 1:12 PM

      I'm all for it. Bring on the AR contacts.

    • reply
      October 3, 2016 1:30 PM

      Our CMS doesn't handle " very well. Please understand.

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        October 3, 2016 1:36 PM

        I don't understand, please explain.

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        October 4, 2016 6:11 AM

        Can I quote you on that?

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          October 4, 2016 6:59 PM

          "e:Can I quote you on that?"e:

          I bet you can try.

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        October 4, 2016 6:41 AM

        ask your dev to search through the code for ""e;" and replace it with """. dollars to donuts something (maybe your CMS front-end where you type the headline in) is inserting the incorrect html entity ""e;" and later in the pipeline something is converting html entities to regular characters, and sees """ and converts it to a quote character, leaving the "e;" part in the text. "quot" is correct but "quote" is not

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          October 4, 2016 6:42 AM

          ok tell them that the bug affects regular posts too. you guys shouldn't be replacing html entities with characters in incoming posts at all.

          & q u o t e ;


          & q u o t ;

          the first one is wrong, the second one is right

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      October 3, 2016 1:31 PM

      AR is happening. VR just needs to happen first.

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        October 3, 2016 1:40 PM

        Which is kinda backwards when you think about it. I think of AR as the bridge between reality and virtual reality. It blends elements of both.

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          October 3, 2016 1:44 PM

          blending elements of both means it's the more complicated one though. Making imaginary things in an imaginary world should be easier than doing all that while also understanding the physical world and binding the two.

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            October 3, 2016 1:46 PM

            30 years from now, it'll all make sense. We're just in the thick of it right now.

      • Zek legacy 10 years
        October 3, 2016 1:54 PM

        I don't think that really follows, the technology is very different as are the use cases. It seems like they both started around the same time and are happening in tandem.

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        October 3, 2016 2:15 PM

        I don't think one needs to preclude development on the other. Both will evolve together over time.

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        October 4, 2016 6:44 AM

        I think both are a ways off.

        I think the very nature of VR requiring you to shut out the rest of the world while you use it precludes it from becoming universally adopted as an every day device that people use for multiple hours. It will have some super cool applications for various industries, and enthusiasts will love it, and it will slowly become more widespread long term as the next generation grow up with it.

        AR on the other hand will take a long time technologically to find an implementation and form factor that people will adopt. But once it does it will be the next huge gold rush, on the same level as the smart phone was. I dont think VR will ever be that product.

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      October 3, 2016 2:18 PM


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        October 3, 2016 3:19 PM

        Yeah! As soon as apple launch a decent computer.

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      October 3, 2016 2:29 PM

      Everyone who got to try out Magic Leap say it's gonna be the most amazing thing since the invention of boobs.. cities will be built around it

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