Apple CEO Tim Cook poses for a portrait next to a lineup of new MacBook Airs as he enters the Steve Jobs Theater during the Apple Worldwide Developers Conference (WWDC) at the Apple Park campus in Cupertino, California, on 6 June 2022.
Chris Tweet | AFP | fake images
Apple CEO Tim Cook recently gave the closest thing to confirmation that Apple is building a headset.
Cook was asked in a recent interview with China Daily USA what you think are the key factors for augmented reality, or AR, to be successful in the consumer market.
“I’m incredibly excited about AR, as you may know. And the bottom line for any technology, including AR, is to put humanity at the center,” he said, echoing comments he’s made in the past about the importance of AR. AR for the company.
He then outlined Apple’s work in the space so far, which has focused on AR apps on the iPhone and iPad, before adding: “But I think we’re still in the very early stages of how this technology will evolve.” Don’t be overly excited about the opportunities we’ve seen in this space, and stay tuned and you’ll see what we have to offer.”
AR or “mixed reality” describes technology that overlays computer-generated images on top of real-world views, in contrast to virtual reality, or VR, which completely immerses the viewer in a computer-generated world.
It’s one of the clearest examples yet of Cook acknowledging that Apple has something bigger in the works. While current apps can be useful for things like mapping a room or seeing if a new piece of furniture will fit, it seems more likely that Apple has been creating the library and tools for developers to create apps for something like a headset.
Bloomberg said in May that Apple recently showed off its AR/VR headset to Apple’s board of directors and that the company plans to announce it later this year, though it could happen as early as next year. The same report said that Apple plans to sell the headphones in 2023.
Apple would be catching up with other big tech companies, notably Meta, which changed its name from Facebook last year to signify its renewed focus on immersing users in virtual worlds known as the “metaverse,” and Microsoft, which first introduced its Hololens AR glasses in 2016.