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    February 13, 2017

    Apple CEO Tim Cook describes augmented reality as ‘a big idea like the smartphone’

    Tim Cook Augmented Reality

    In a new interview, Apple CEO Tim Cook has punted augmented reality as the next great frontier, similar to what the smartphone represented ten years ago.

    Apple is widely credited with not only personalizing the computer, but further ushering in the age of the mobile device with the original iPhone and its later successors. Now, in a new interview, Apple CEO Tim Cook has voiced his opinion that augmented reality is the next revolutionary technology.

    Cook first voiced his interest in augmented reality during Pokemon Go’s blockbuster success, and rumours have circulated since that Apple is working on a set of augmented reality glasses amongst other new wearable tech.

    Read: The Apple Watch was 2016’s favourite wearable, accounting for half of all shipments

    In an interview with The Independent, Cook described augmented reality as ‘the next big idea’, likening the burgeoning technology to the emergence of the smartphone. Cook’s full statement reads:

    “I regard it as a big idea, like the smartphone. The smartphone is for everyone, we don’t have to think the iPhone is about a certain demographic, or country or vertical market: it’s for everyone. I think AR is that big, it’s huge. I get excited because of the things that could be done that could improve a lot of lives. And be entertaining.”

    In September of 2016, Cook stated that he viewed augmented reality has having more innate potential than virtual reality as it allowed individuals to interact with the real world while engaging with multimedia content.

    One such company to have already capitalized on that vision is Microsoft, who last year demoed its HoloLens headset as the future of holographic computing.

    Read: Apple’s next iPhone could introduce facial recognition technology

    What are your thoughts? Do you share Cook’s sentiment? Be sure to let us know your thoughts in the comments below!

    Follow Bryan Smith on Twitter: @bryansmithSA

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