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etvfutures.com October 22, 2017


Apple's Tim Cook On The Future Of Fashion & Shopping

11 October 2017, 11:08 | Lucia Cruz

Apple CEO Tim Cook feels that technology to make smart AR glasses 'in a quality way' does not exist today

EXCLUSIVE: Apple's Tim Cook On The Future Of Fashion & Shopping

Effectively an expanded form of Google Glass, creating a device would require condensing AR headset tech into a module capable of fitting inside glasses.

Amid reports that Apple has been busy developing a pair of advanced smart glasses, Tim Cook went on record during a recent interview with The Independent and essentially put to bed any hopes that such a product might see the light of day anytime soon.

Cook's comments are interesting, especially given that the rumors surrounding Apple's interest in smart glasses have increased steadily over the a year ago.

Given this was an interview with Vogue, Cook did note fashion is one of those industries where AR could take off soon.

"There are rumours and stuff about companies working on those - we obviously don't talk about what we're working on", Cook says, "but today I can tell you the technology itself doesn't exist to do that in a quality way". The display technology required, as well as putting enough stuff around your face - there's huge challenges with that. "The field of view, the quality of the display itself, it's not there yet".

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Google tried it with the Glass, but we never saw a commercial rollout of the same. "We don't have a plan to collect all of these objects, but I know companies who are working on that for their products", Cook said.

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.

Cook sees the slow start for ARKit (Ikea, measuring apps, a handful of AR games) as a repeat of how the App Store launched and grew. Another app such as Human Anatomy Atlas 2018 let you study the human anatomy in all its detail, letting you use your phone to manoeuvre around vital organs so you have a better understanding of their functioning.

Cook's embrace of AR shouldn't come as much of a surprise.

"The way that you get lots of great ideas is for us to do the heavy lifting of the complexity of locational things and software, and put those in the operating system", Cook said.

"We don't give a rat's about being first, we want to be the best, and give people a great experience", said Cook.



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