Apple

Apple CEO Tim Cook Supports AR Over The Metaverse

  • During an interview with Dutch media Bright, Cook said that augmented reality (AR) will become the biggest technology in the coming times.
  • Apple does not use the term “metaverse,” according to Cook, because most people do not fully get what it is.
  • Evan Spiegel, CEO of Snap, called the concept of the metaverse “ambiguous and hypothetical” and instead promoted his company’s plans for augmented reality (AR).

While the world is praising the innovations and capabilities of virtual reality (VR) and metaverse, with big brands rushing to file their trademarks for the space, the Chief Executive of American multinational technology giant Apple Inc., Tim Cook, devalues these technologies.

During an interview with Dutch media Bright, Cook said that augmented reality (AR) will become the biggest technology in the coming times and stated:

“I think AR is a profound technology that will affect everything … We are really going to look back and think about how we once lived without AR.”

It is important to note that while virtual reality, suiting its name, is entirely virtual, augmented reality technology integrates computer-generated data into a real-world setting. The IKEA app, which enables users to virtually arrange furniture in their own homes using a cell phone camera, and the mobile game Pokemon Go, which uses a mobile app to make 3D cartoon characters appear in the real world, are two instances of popular AR technology.

Apple does not use the term “metaverse,” according to Cook, because most people do not fully get what it is. The term is typically used to refer to VR-enabled platforms where users can work, play, and converse with one another.

Cook argues that virtual reality is “something you can really immerse yourself in.” He did, however, add that while technology is helpful in some areas of life, it is not a reliable means of communication.

While Mark Zuckerberg’s Meta is heavily invested in the concept of the metaverse, with major companies like Microsoft and Disney putting out plans for the metaverse, some analysts argue that any buzz around the metaverse is in part a result of people’s lack of understanding of what it would entail. In June this year, former Google CEO Eric Schmidt echoed Cook in noting that “there’s not an agreement on what the metaverse is,” summarizing the overall confusion surrounding the idea.

Evan Spiegel, CEO of Snap, called the concept of the metaverse “ambiguous and hypothetical” and instead promoted his company’s plans for augmented reality (AR).

Notably, Bloomberg claims that Apple is working on an AR/VR headset that could be released in 2023. According to Cook, augmented reality “will go much, much further” than its current uses in the future.

Avatar
Parth Dubey Verified

A crypto journalist with over 3 years of experience in DeFi, NFT, metaverse, etc. Parth has worked with major media outlets in the crypto and finance world and has gained experience and expertise in crypto culture after surviving bear and bull markets over the years.

Latest News