Share This Article
Apple’s CEO, Tim Cook, has hinted at the company’s forthcoming mixed-reality headset in an extensive interview with GQ. The interview, which is titled “Tim Cook Thinks Different”, is featured on the cover of GQ’s Global Creativity Awards 2023 issue and is conducted by Zach Baron, who delves into multiple aspects of Cook’s career, premiership, and personal life.
Cook discusses why Apple may be interested in augmented reality (AR) and virtual reality (VR) hardware, citing the potential for AR to greatly enhance people’s communication and connection. He explains that overlaying the physical world with digital objects could empower people to achieve things they couldn’t before. For example, they could collaborate more efficiently on a project by pulling up a digital image and working on it together.
Cook goes on to suggest that measuring physical objects and placing digital art on walls are just the start of the potential use cases for AR, implying that there are far greater possibilities. This is a significant change from Cook’s previous stance in 2015 when he stated that he was highly skeptical of Apple manufacturing smart glasses as an early AR product, as he believed that glasses were intrusive and would flop.
However, Cook now admits that he was wrong, and his thinking has evolved. He says that Steve Jobs taught him never to get married to his convictions of yesterday and to always admit when he’s wrong and go forward instead of continuing to hunker down and defend his beliefs.
Baron asks Cook if the fact that neither Google Glass nor Meta’s Quest headsets have made a considerable impact among consumers would make him skeptical of Apple offering a product in the AR/VR space. Cook responds that Apple has a history of succeeding in areas where people have doubted it, and the company wants to own the primary technology, not just put together pieces of someone else’s stuff.
Related articles
- Discover the Wisdom of Steve Jobs in New Book: Make Something Wonderful
- US Lawmakers to Speak with Apple CEO Tim Cook on China During Silicon Valley Trip
This interview is exciting for Apple fans, who have been eagerly anticipating the company’s foray into AR/VR hardware. Cook’s comments suggest that the company is taking the technology seriously and is committed to delivering a product that will revolutionize the way people interact with the world around them. With Apple’s track record of success and innovation, it’s safe to say that the company’s mixed-reality headset is highly anticipated and eagerly awaited by consumers.
