Apple CEO Tim Cook says the company is “moving very fast” with its augmented reality projects.
Amid persistent speculation Cupertino is working on advanced AR specs, Cook doubled down on his advocacy for the technology.
“I see AR as being profound,” he said during a conference call on Thursday (via The Mac Observer).
“AR has the ability to amplify human performance instead of isolating humans. So I am a huge, huge believer in AR. We put a lot of energy on AR. We’re moving very fast.”
The Apple boss didn’t go deeper into how AR could ‘amplify’ our performance, but could be referring to the benefits of real-time information appearing within real world environments.
Related: What is ARKit
Cook also stopped short of promising an Apple-made augmented reality device, but said he was encouraged by how developers have embraced the AKKit platform.
He said that he “couldn’t be happier with the rate and pace of the developer community, how fast they’re developing these things.”
Regarding devices he added: “I don’t want to say what we may do, but I could not be happier with how things are going right now.”
iPhone successor?
Back in November reports suggested Apple has earmarked the augmented reality sector as the signature product to succeed the iPhone.
Bloomberg reported that Apple has several hundred engineers working on AR hardware and software products.
Well-connected Apple reporter Mark Gurman said Apple is planning to ship the ‘breakthrough’ devices in 2020.
It’ll reportedly have a brand new operating system with a newly-designed processor and an individual display, meaning users won’t need to insert an iPhone.
Do you think augmented reality specs will replace the iPhone as Apple’s signature product line? Let us know @TrustedReviews on Twitter.
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Editorial independence means being able to give an unbiased verdict about a product or company, with the avoidance of conflicts of interest. To ensure this is possible, every member of the editorial staff follows a clear code of conduct.
Professional conduct
We also expect our journalists to follow clear ethical standards in their work. Our staff members must strive for honesty and accuracy in everything they do. We follow the IPSO Editors’ code of practice to underpin these standards.
