Overlaying virtual information over a clear view of the real world in a meaningful fashion is something every player in the industry wants to achieve. Google promised a game-changing experience with Google Glass, but it bombed. Microsoft also poured billions into creating a virtual world of productivity transposed over the real world with its HoloLens headset, but it has barely found any significant consumer reception aside from niche industrial and military applications. Meta has also demoed some stunning views of the figure catalyzed by AR and VR, but those promises are still strictly in the lab. Yet, Cook appears bullish on the same vision.
“It’s the idea that there is this environment that may be even better than just the real world — to overlay the virtual world on top of it might be an even better world,” Cook was quoted as saying. The topic of AR Glasses was also broached, as was the well-documented bombing of Google’s own attempt bombed, and whether Apple would want to rethink the strategy after Cook himself balked at the idea a few years ago. “My thinking always evolves,” Cook said, adding that Apple knows it would face skepticism with every new transformative product that it makes.
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