Apple CEO Tim Cook sees more in augmented reality than virtual reality

Apple CEO Tim Cook has said in an interview that he sees much more in augmented reality than in virtual reality. So far, his company has not presented a product that uses either technique.

When the host of the American ABC program Good Morning America asks a question about virtual reality, Cook says that virtual and augmented reality are both “incredibly interesting”. “But my own view is that augmented reality is the bigger of the two, probably by a distance.”

He sees more in that, because users still perceive the same physical environment without the technology shutting them down. “Augmented reality gives the opportunity that we’re both sitting here and really talking here, but we can see other things as well. Maybe that’s something we talk about and maybe it’s someone who isn’t here physically, but whose it can look like that person is here. There’s a lot of cool stuff in there,” Cook said.

According to the CEO of Apple, virtual reality has less commercial interest in the long term. “It could be very cool, but in the long run, less people will be interested in it.” Nevertheless, Cook does see applications in VR, especially for education and gaming.

Unlike many competitors, Apple does not have products made for augmented or virtual reality. Google has its Cardboard and Daydream platforms, Samsung has the Gear VR together with Facebook subsidiary Oculus, Oculus itself sells the Rift, HTC introduced the Vive earlier this year and Microsoft is developing the Hololens. The latter is the only one that works with augmented reality.

Screenshot of Tim Cook in the ABC interview