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Tim Cook is the most recent big name in tech to pour some cold water on the industry’s excitement over the concept of a metaverse.
“I at all times think it is vital that folks understand what something is,” the Apple CEO told Dutch publication Bright on Friday. “And I’m really undecided the typical person can inform you what the metaverse is.”
Unsurprisingly, Apple hasn’t yet publicly touted any plans for the metaverse, a term typically used to explain virtual reality (VR) platforms where people can interact, work, shop and play games using immersive technology like a virtual reality headset. These virtual worlds exist already, in some form, but a lot of the largest names in tech are working to develop the hardware and software essential for people to spend significant time — and money — within the metaverse.
Mark Zuckerberg and Meta are heavily invested within the concept of the metaverse. Companies from Microsoft to Disney have laid out metaverse plans.
But some experts suggest that any metaverse hype partially exists specifically because people don’t understand what it will be. In June, former Google CEO Eric Schmidt summed up the overall confusion over the concept, noting that “there’s not an agreement on what the metaverse is.”
Similarly, Snap CEO Evan Spiegel has called the concept of the metaverse “ambiguous and hypothetical.” Instead, he’s pushed his company’s plans around augmented reality (AR), where virtual elements and pictures are superimposed onto the actual world.
Cook can be an enormous proponent of AR, and Apple is reportedly developing an AR/VR headset that might hit the market in 2023, based on Bloomberg. The way forward for AR “will go much, much further” than today’s applications, Cook told Bright on Friday.
“I believe AR is a profound technology that can affect all the things,” Cook said. “Imagine suddenly with the ability to teach with AR and exhibit things that way. Or medically, and so forth. Like I said, we’re really going to look back and take into consideration how we once lived without AR.”
Cook’s comments on the metaverse got here amid a European tour that saw the Apple CEO visit the U.K. and Germany before speaking on the University of Naples Federico II’s commencement ceremony last week. In a Q&A session at that ceremony, Cook suggested people might eventually consider AR as they do the web: ubiquitous and difficult to live without.
“Zoom out to the longer term and look back, you will wonder the way you led your life without augmented reality,” Cook said. “Just like, today, we wonder: ‘How did people like me grow up without the web?'”
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