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— — In an exclusive interview with ABC News, Apple CEO Tim Cook said he favors augmented reality (AR) over virtual reality (VR), and suggested the emerging technology could also be more commercially viable since it allows users to be more “present.”
Cook’s comments, made during a wide-ranging interview with ABC News’ “Good Morning America,” may suggest which product categories the tech giant is trying to develop in the longer term.
“There’s virtual reality and there is augmented reality — each of those are incredibly interesting,” Cook told ABC News’ Robin Roberts. “But my very own view is that augmented reality is the larger of the 2, probably by far.”
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Augmented reality — games and applications that impose digital imagery over real-life video — has exploded onto the patron tech scene in recent months, most notably with this summer’s hit mobile video game Pokémon Go, which overlays the sport’s characters onto images taken in real time from the camera on the player’s phone.
It stands in contrast to virtual reality, which regularly employs a special headset and only digital imagery, which doesn’t rely upon the environment across the user. Virtual reality has been championed by news corporations like ABC News and The New York Times, who’ve used it to inform immersive stories in ways not available in traditional media.
While Pokémon Go and other AR apps are currently available for Apple’s iPhone, Apple itself has not yet produced any of its own AR or VR products.
A visitor tries out an HTC VR device in the course of the 2016 Mobile World Congress in Shanghai, China, June 29, 2016.
Zhou junxiang/Imaginechina via AP
In the exclusive interview that took place at a college in Harlem in New York City, Cook detailed applications of AR technologies that he could foresee becoming commonplace.
Cook told Roberts that AR “gives the potential for each of us to sit down and be very present, talking to one another, but in addition produce other things — visually — for each of us to see. Maybe it’s something we’re talking about, possibly it’s another person here who’s not here present but who may be made to look like present.”
“There’s a variety of really cool things there,” Cook said.
Because of the more “present” nature of AR, Cook suggested that it might be more commercially viable than VR.
“Virtual reality form of encloses and immerses the person into an experience that may be really cool, but probably has a lower industrial interest over time,” Cook said. “Less people might be keen on that.”
People wear Samsung Gear VR sets during a virtual reality demonstration at CES International in Las Vegas, Jan. 6, 2016.
Gregory Bull/AP Photo
Cook didn’t write-off VR altogether, nonetheless, and was quick to notice that it had its own unique uses.
“There’s some really cool areas there for education and gaming that we have now a variety of interest in,” Cook said of VR.
Modified reality applications are still very much of their infancy, but have been picking up steam recently.
Not much is thought about Apple’s own research into modified reality technologies.
MacRumors, a site that tracks Apple and its products, claims that “Apple is investigating multiple ways virtual and augmented reality might be implemented into future iOS devices or recent hardware products,” but warns that, “it’s not yet known when a VR or AR product will launch.”
It said that “Apple’s give attention to the technology has ramped up over the past several months.”
A handout image from Microsoft released on Jan. 21, 2014 shows a mock-up of the interface of the brand new HoloLens goggles that enables users to interact with applications through gesture and voice commands.
Apple definitely will not be the one company researching virtual and augmented reality products. Among others, Facebook, Google, HTC, Samsung, Microsoft and others are all looking into the technology.
Facebook, for its part, purchased Oculus VR, a number one virtual reality company, in 2014. Its Oculus Rift headset is already in the marketplace.
Google, maker of the Android operating system, which competes with Apple’s iOS, has developed an ultra easy cardboard headset that enables users to insert their smartphones.
Later this yr, Google is predicted to release Daydream, a virtual reality headset and controller that may compete with the Oculus headset.
HTC has developed HTC Vive, a room-scale implementation of augmented reality, which allows users to maneuver a couple of room while interacting with a digital environment.
Microsoft, going the augmented route, has developed Hololens, a headset that projects digital imagery into your sight view in order that the bogus images appear within the real-world environment.
Meanwhile, Samsung — perhaps Apple’s closest competitor within the smartphone market — has released, in collaboration with Oculus, a headset generally known as Gear VR, which allows users to immerse themselves in game, video and other VR environments.
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