CEO Tim Cook hints Apple is working on a new computing platform
Tech company is very interested in augmented reality says boss, in clearest indication it is working on next platform, although it could be years before we see it
Apple CEO Tim Cook gave his clearest indication yet that the company is working on what many view as the next major computing platform.
In recent interview published by The Washington Post, Cook said, “I think AR is extremely interesting and sort of a core technology. So, yes, it's something we’re doing a lot of things on behind that curtain we talked about.”
The most popular example of AR today is the smash hit Pokemon Go, which lets players catch virtual monsters in the real world. But there are more extreme examples, like Microsoft’s HoloLens headset and the start-up Magic Leap’s so-called cinematic reality that’s being developed now. Magic Leap thinks AR headsets could one day replace screens by projecting whatever it is you need in front of your eyes.
Although this isn’t the first time Cook has admitted Apple is interested in AR – he’s spoken about it in broad terms before on recent earnings calls – this is the first time he’s explicitly said the company is working on the technology.
Apple has also snapped up several companies and experts in AR. And in January, the Financial Times reported that the company has a division of hundreds of people researching the technology.
However, it’ll likely be several years before we see an AR or virtual reality product from Apple, assuming we see it at all. It’s still very early days for the technology, which has loads of limitations like requiring users to wear headsets or being tethered to a powerful computer.