|RE- Tim Cook on AR. IMO Cook is being very consistent on what he said earlier about AR. This about being in AR for the long run. Apple's not in AR to just release a me to product till their ready. IMO They want to see how the early players perform in the marketplace. Enterprise certainly looks to me the AR area, that will be a major looked upon industry wide (Players & Payers) force this year. Using enterprise AR to save a company money. IMO will be a driving force to drive sales going forward. Apple has niche acquisitions in both the AR & VR space. Even a former Vuzix partner. (Past Quoting) Paul Traver-smart glasses are a technology that is touted to potentially even replace the smartphone. Given that Paul Travers worked for Kodak. He knows all to well what happened to Kodak when Kodak ignored and milked their money making product, film for to long. Kodak had a chance to be a leader in cell phones and the photo technology that went with it. IMO Kodak ignored and put off up coming technology because of it's cultured complacency, and cannibalization of it's main cash cow (film) in profit & sales. |
Tim Cook says the tech ‘doesn’t exist' for Apple to make good augmented reality glasses
by Jacob Kastrenakes Oct 11, 2017, 1:11pm EDT
Photo by Justin Sullivan/Getty Images
Apple CEO Tim Cook has been talking up augmented reality for the past year, but don’t take that to mean that Apple will launch a dedicated AR product anytime soon. In an interview with The Independent, Cook said that currently “the technology itself doesn’t exist” to make augmented reality glasses “in a quality way.” And Apple, he said, won’t ship an AR product unless it can deliver “a great experience.”
Cook identified two problems with current AR devices. Their field of view and the quality of their displays, he said, aren’t there yet. “Anything you would see on the market any time soon would not be something any of us would be satisfied with,” Cook told The Independent. “Nor do I think the vast majority of people would be satisfied.”
“We don’t give a rat’s about being first. We want to be the best.”
He’s not wrong. Current augmented reality headsets all leave something to be desired. Microsoft’s HoloLens works, but it has a limited field of view and requires a large headset. Meta’s is less expensive but similarly huge. And Google Glass (which doesn’t even totally count as augmented reality) flopped badly immediately upon release.
But even if Apple doesn’t plan on diving into dedicated AR hardware, it already made an enormous play for the augmented reality market this year — perhaps doing more than any company to date. With the release of iOS 11 last month, recent iPhones were granted the ability to perform all kinds of AR tricks using something Apple calls ARKit. It lets developers make augmented reality games and makes it easy for camera apps to implement augmented reality stickers.
That means Apple is in an early position to be at the center of a possible boom in augmented reality experiences. Cook seems to believe as much. He compared the introduction of AR features to the introduction of the App Store. “Now you couldn’t imagine your life without apps,” he said. “AR is like that. It will be that dramatic.”
Even if it won’t happen right away, there are already signs that Apple is exploring dedicated AR hardware. The company has a patent application that envisions augmented reality glasses, and Apple reportedly has a team of over 1,000 people working on AR. In typical Apple fashion, Cook told The Independent that Apple has no interest in rushing into the market just to get a head start. “We don’t give a rat’s about being first,” he said. “We want to be the best.”
Correction October 11th, 7:55PM ET: Meta’s headset is half the price of a HoloLens, not three times the price, as this article initially stated.