At the fifth anniversary of the inauguration of Apple CEO Tim Cook, many foreign media interviewed him on this memorable occasion. In an interview with the Washington Post in recent days, Cooke disclosed to reporters his views on smart phones, artificial intelligence, and VR/AR technology. In the interview, he focused on Apple's focus on AR technology. He believes AR will be a core technology in the future, and also reveals that Apple is currently doing more work in the AR field.
Cooke said that "Apple is moving into the realm of augmented reality," but in addition it would not reveal more details. He said that Apple currently only develops some AR content, but does not rule out the future will follow the example of rivals, launching hardware devices such as Google Glass or Microsoft HoloLens.
"I think AR is very interesting. He will be a core technology in the future. So we have a lot of work underway behind the scenes."
For now, there is no product on the market that has successfully entered the consumer community. Not to mention ordinary consumers, and even the executives of many technology giants are still skeptical that AR can now behave like the demos generally demonstrate. After all, compared with VR, AR's requirements for computing power are much higher. This means that AR hardware devices can really be worn out. There are still a lot of pits to fill in the middle. Therefore, Apple's wait is not unreasonable.
But waiting does not mean standing by. Recalling Apple’s strategy in the development of smartphones, it is not difficult to find that Apple is more inclined to consider launching products to the market when the product and usage experience are relatively “perfectâ€. Compared with other competitors, this is often the case. Can give consumers a more "amazing" impression. I believe many people have also found that although Apple has not yet announced what type of AR products they are about to launch, it has also been active since this time: issuing patent application technology, forming and expanding the AR team, and acquiring AR company Flyby. Media, facial expression tracking company Faceshift, and Emotient, a facial expression analysis tool, have also said in an interview that they need to “increase AR investmentâ€...
The longer the initial preparations are absent, the greater the ambition may be. Apple, who has been on a "perfect" line, may also want to insist on such a style of "no sounding, blockbuster" on AR.