July 19, 2018

Apple CEO Tim Cook Says AR Glasses Aren't Ready for Primetime

12 October 2017, 01:50 | Dale Webster

EXCLUSIVE: Apple's Tim Cook On The Future Of Fashion & Shopping

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And Apple, he said, won't ship an AR product unless it can deliver "a great experience". With ARKit, millions experienced augmented reality for the first time.

Microsoft should embrace incrementalism and release regular updates to their offering, which will make them all the more nimble when the actual revolutionary improvements do arrive and would reduce the delta between their solution and Apple's eventual "groundbreaking" product.

Cook's comments are interesting, especially given that the rumors surrounding Apple's interest in smart glasses have increased steadily over the past year. Despite initial skepticism, the Apple App Store took off and mobile apps became the cornerstone of the iOS ecosystem.

"And it is sort of a curve, it was just exponential - and now you couldn't imagine your life without apps", Cook adds. Your health is on one app, your financials, your shopping, your news, your entertainment - it's everything.

But these are examples are just the tip of the iceberg when it comes to the impact AR will have on fashion and shopping in the long-term, Cook indicated. The company officially introduced its ARKit in iOS 11 which has enormous potential in achieving operations that were previously not practical.

Apple CEO Tim Cook has given the broadest hint yet that it won't be selling augmented reality (AR) smart glasses any time soon, saying that the technology to make such a device possible does not exist "in a quality way".

"The way that you get lots of great ideas is for us to do the heavy lifting of the complexity of locational things and software, and put those in the operating system. And then you have all the developers that are able to put their energy into their passion".

Ars' iPhone 8 review called it "the best mass-market AR platform we've yet seen". ARKit, launched in June, allows developers to create virtual overlays on real world views.

Cook didn't address all of these technical differences in the interview, but he did talk about the prospects for AR goggles or glasses. Unfortunately he declared that the technology needed to create augmented reality glasses "in a quality way" doesn't actually exist. The display technology required, as well as putting enough stuff around your face-there [are] huge challenges with that.

However, report also said that Cook had gone for the interview to promote the company's own programming language Swift. But at the same time, there are bad limitations.

He has a very good point about the field of view.

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