The big news from Apple's quarterly earnings conference call yesterday was slowing iPhone sales and growing profits.
But CEO Tim Cook also took some time to provide his thoughts on virtual reality, saying the technology is 'really cool.'
Cook, when asked specifically about VR, said: "I don't think it's a niche. It's really cool and has some interesting applications."
It may not seem like much, but the optimistic tone marks a change in the company's usually cautious language when discussing new technologies.
What's more, it comes at a time when Apple has stoked rumours of investment in VR by hiring personnel with links to the technology.
Among them is professor Doug Bowman, who has worked as a researcher in VR from Virginia Tech.
There is, of course, no way to know for sure whether Apple is eyeing a move into VR.
But there is certainly reason to believe the firm is looking into the possibility and after Cook's latest comments, you'll certainly be hearing more rumours about an Apple VR product in the near future.
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