Connect with us


Tim Cook reveals Apple focusing on Augmented Reality and Cars

Esperanza Gomez



Apple likes to keep stay hush-hush about their newer launches, research, and development, but today the Apple CEO, Tim Cook gave some substantial hints. In an interview with Kara Swisher for the New York Times today, Cook revealed that Apple is thinking about augmented reality and cars.


He seemed to be in approval of how technology was an integral part of Apple’s future and augmented reality can be said something that is ‘critically important. He also was hopeful that augmented reality could make the conversations more impactful and could enhance the impact of such conversations.


In Cook’s words, “You and I are having a great conversation right now. Arguably, it could even be better if we were able to augment our discussion with charts or other things to appear. I’m already seeing AR take off in some of these areas with the use of the phone. And I think the promise is even greater in the future.”


Rumor has it from the last few years that Apple had been trying to work on an augmented reality headset. From what could be surmised from the recent leaks is that it could be like a mixed reality device that could hit the launch stations next year. While the features of augmented reality are already available on the iPhone and iPad, but the features haven’t been used too widely.


While one topic of Cook’s sneak peeks of a conversation was Augmented Reality, the other was cars. There is a lack of clarity if Apple is in the process of creating and developing some self-driven tech that it was willing to license to other companies or was thinking about developing a car under their brand.


So, is Apple launching cars? Thinking of newer technology that could connect the smartphone media with cars? Only little was decipherable through the interview, but he still was open to discussing the area of focus in Apple this year. Maybe there could be more to offer when there are substantial and noteworthy developments in these areas of focus for Apple.


The interview took an interesting turn when Cook said, “We love to integrate hardware, software, and services, and find the intersection points of those because we think that’s where the magic occurs. And so that’s what we love to do. And we love to own the primary technology that’s around that.”


Cook was in admiration of the things we can do and connect through robots. However, he did make it clear that they have many projects that are thought over, considered but then trashed after serious thought and gauging the implication on the brand.


Bottom line, there could be interesting revelations in the coming year when Apple brings augmented reality to the foreground. Who knows Apple becomes the next Tesla. Speaking of Tesla, Cook also said, “You know, I’ve never spoken to Elon. Although, I have great admiration and respect for the company he’s built.”


Now, shouldn’t these people talk already?

Continue Reading