Virtual reality, as a concept, has been around for years, but has yet to see much commercial success. Typically this technology uses a head-mounted display with a motion tracking mechanism to monitor the head's movement, and a similarly-tracked controller. Simply put, virtual reality is a way for users to see a computer-generated world, freely able to look around by moving their head, usually with stereoscopic vision and a way to interact with the digital environment. Nor do I think the vast majority of people would be satisfied.'Īpple's 'Visual-based inertial navigation' patent What is virtual reality/augmented reality? 'But now anything you would see on the market any time soon would not be something any of us would be satisfied with. 'We don't give a rat's about being first, we want to be the best, and give people a great experience,' said Cook. The display technology required, as well as putting enough stuff around your face - there's huge challenges with that.' When asked about rumored AR glasses or goggles, Cook stuck to the company line of not talking about anything currently being worked on, but does advise 'I can tell you the technology itself doesn't exist to do that in a quality way. Comparing AR to multitouch and other Apple technologies, Cook suggested AR could have an 'exponential' growth similar to the creation of mobile apps. In an October 2017 interview with Cook by The Independent, the CEO said he continues to view AR as an important, but still gestating, technology that could influence many people and areas of life. It is said that AR has overtaken 'Project Titan' - Apple's self-driving car initiative - as Apple's next big priority, behind the iPhone. But there are things to discover before that technology is good enough for the mainstream.'Ī report from the Financial Times in late March claims Apple is 'stepping up its efforts' in augmented reality, allocating more resources to the project. 'I view AR like I view the silicon here in my iPhone, it's not a product per se, it's a core technology. 'I get excited because of the things that could be done that could improve a lot of lives. I think AR is that big, it's huge,' said Cook. 'The smartphone is for everyone, we don't have to think the iPhone is about a certain demographic, or country, or vertical market it's for everyone. Cook also suggested AR holds more promise than VR, as the latter 'closes the world out' while AR keeps it all visible. In a February 2017 interview, Cook elaborated on his thoughts on AR, calling it a 'big idea' concept, like a smartphone. 'And so you want the technology to encourage that.' 'But my own view is that augmented reality is the larger of the two, probably by far.' In August, Cook said that 'I think AR is extremely interesting and sort of a core technology,' adding that 'it's something we're doing a lot of things on behind that curtain that we talked about.' Then in October, he again touted the benefits of AR over VR: 'There's no substitute for human contact,' Cook said. 'There's virtual reality and there's augmented reality - both of these are incredibly interesting,' Cook said in the interview.
Tim Cook said in a 2016 interview that Apple is “doing a lot of things” in the AR space and has called it a “core technology.' He even hints at favoring it over VR. Detailed below, ARKit is a platform that allows developers to more easily incorporate augmented reality into their apps. More recently, Apple has confirmed it is interested in augmented reality, by releasing ARKit to developers during WWDC 2017. There aren’t any concrete details about the products or when they might launch, but the company’s focus in the area has increased over the past several months. Partners with EPGL for contact lens iOS appsĪpple is believed to be working on advanced virtual reality/augmented reality systems that could be incorporated into future iOS devices and/or hardware products.Continues VR/AR acquisitons: Emotient, Faceshift, PrimeSense.Apple sends regularly sends employees to Stanford's VR lab.CEO touts AR as 'core' to Apple's future.
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On the software side, Apple has launched ARKit, to help developers make AR applications for iOS devices Features Numerous patents have been published, either created by Apple or absorbed from firms the company acquires, with ideas ranging from AR devices with transparent displays to VR headsets, with the additional use of an iPhone to power the technology in many cases. Rumors of an Apple-branded virtual reality (VR) or augmented reality (AR) solution have floated for years, with evidence of Apple's interest in the market continuing to surface and evolve over time.
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