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Tim Cook believes augmented reality is the long run. In a brand new interview, the Apple CEO outlined his vision of a future where consumers use their iPhone cameras to display vital information. As technology improves, Cook believes augmented reality would tackle more tasks, chiming with recent rumors that the corporate is working on a set of augmented reality glasses.
“I feel it’s profound,” Cook told Bloomberg in an interview published Thursday. “I’m so enthusiastic about it, I just need to yell out and scream. The first step in making it a mainstream sort of experience is to place it within the operating system. We’re constructing it into iOS 11, opening it to developers—and unleashing the creativity of tens of millions of individuals. Even we will’t predict what’s going to come back out.”
The company’s upcoming software update for iPhones and iPads, iOS 11, unveiled last week, will bring a brand new augmented reality developer framework called ARKit. This will enable easy development of AR apps, providing a robust platform that corporations can use with ease. One of the most effective examples of augmented reality, Pokémon Go, is about to receive an update that can switch the app’s AR framework over to ARKit.
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It’s not only games that can make use of this latest development. In the interview, Cook revealed that Apple has spoken to Ikea about using its 3D images of furniture for a future augmented reality system. Customers could preview products inside their home, using their phone to see how a brand new chair would look in a certain corner.
“You’re going to see some consumer things which can be unbelievably cool,” Cook said.
Cook has spoken before about how he thinks augmented reality is the long run, but his previous comments have been loads less dramatic. In September, he described augmented reality as “incredibly interesting,” and the next month he said the technology “might be huge.”
But recent rumors have suggested Apple is planning a pair of augmented reality glasses, just like Google Glass, that might display basic information over a wearer’s visual field. Cook didn’t describe any AR headsets as a part of his future vision, but it surely’s clear that iOS 11 and ARKit are the stepping stones to something big.
“Can we do the whole lot we would like to do now? No,” said Cook. “The technology’s not complete yet. But that’s the wonder to a certain degree. This has a runway. And it’s an incredible runway. It’s time to place the seat belt on and go.”
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