In the past year or so, there have been plenty of rumors circulating that Apple is working on their own pair of augmented reality smart glasses. But when asked about a possible AR smart glasses which would take advantage of the ARKit, Cook was not very forthcoming. With ARKit, Apple hopes to get more developers onboard to ensure that the AR tech matures fast and a lot of people have access to it. In typical fashion, he did not disclose any information about the products that Apple now have in development but he did say that the technology to create augmented reality smart glasses "in a quality way" does not yet exist. Unfortunately he declared that the technology needed to create augmented reality glasses "in a quality way" doesn't actually exist.
Cook also emphasized that Apple's top priority is to be the best, not the first. "I don't think there is any sector or industry that will be untouched by AR", he said.
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"The display technology required, as well as putting enough stuff around your face-there's huge challenges with that", he said.
Google tried it with the Glass, but we never saw a commercial rollout of the same.
When asked about smart glasses, Cook reportedly said: "There are rumours and stuff about companies working on those - we obviously don't talk about what we're working on".
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All that said, it's extremely likely that Apple is in fact researching the feasibility of AR powered glasses, but it may not ever be something Apple ever releases.
AR technology covers a wide market, from the Pokémon Go smartphone game, to a new Ikea app which lets you place virtual furniture in your actual house using an iPhone's camera, to high-end hardware like the Microsoft HoloLens.
There are quite a few ARKit supporting apps on the App Store. Cook also expressed scepticism about the AR shopping experiences being proposed by some retailers and tech firms. "And then you have all the developers that are able to put their energy into their passion". "We want to be best" Speaking in an interview with Vogue, Cook said this remains unrealistic and would require compromises Apple's not willing to make.
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