Apple CEO Tim Cook does not want to talk about the metaverse
Apple CEO Tim Cook continues to discuss VR and AR in a way that suggests Apple’s imminent entry into the market. However, this has been the case for years. Augmented reality is a “profound technology that will affect everything,” Cook says in a recent interview. Life without AR will soon be unimaginable; it “won’t be long now.”
These are just about the exact phrases Cook has been pulling out of his rhetoric drawer for years when reporters ask about Apple’s AR plans. Cook already said at the end of 2018 that life without AR would “soon” no longer be imaginable. So far, however, Apple has limited itself to simple AR applications with the smartphone, which cannot fulfill Cook’s full-bodied promises. In early 2023, an expensive tech headset from Apple with mixed reality mode.
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