Trusted Reviews is supported by its audience. If you purchase through links on our site, we may earn a commission. Learn more.

Apple CEO reveals what he really thinks about Pokémon Go

Apple’s CEO has heaped praise on Pokémon Go, describing the potential of augmented reality technology as “huge”.

During last night’s earnings call, Apple boss Tim Cook revealed his impressions about the global phenomenon that is Pokémon Go. The CEO said that “AR can be really great”, and added:

“AI makes it more and more important, as the phone becomes your assistant. In terms of AR and the Pokémon phenomenon, it’s incredible what has happened there.”

Ask us anything: Join us on Weds, 27th July at 12:30pm BST for #AskTrustedLive

Cook continued: “We have been and continue to invest in AR in the long run. We’ll see whether it’s the next computing platform, but regardless it will be huge.”

Recent figures from analyst firm Sensor Tower recently estimated that Pokémon Go has been downloaded an incredible 75 million times, and was downloaded more times in its first week than any other app ever. What’s more, it’s also estimated to be the fastest game to reach 50 million global downloads across both iOS and Android in history.

Pokémon Go launched on July 6, 2016, and is now available in around 32 markets globally. It’s developed and published by Niantic Labs, which began as an internal startup at Google, before being spun out as an independent firm late last year.

Related: Pokémon Go Eevee Evolution

Watch: What is Pokémon Go?

Do you think AR will be the next computing platform? Let us know in the comments.

Why trust our journalism?

Founded in 2004, Trusted Reviews exists to give our readers thorough, unbiased and independent advice on what to buy.

Today, we have 9 million users a month around the world, and assess more than 1,000 products a year.

author icon

Editorial independence

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.

author icon

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.