It is no secret that Apple's "keep secret" culture. Even the most senior executives of the company can't disclose the details of the upcoming products. However, according to its executive director Cook’s remarks in the past and some conclusive evidence, we still have a glimpse of Apple’s plan.
Just as Cooke gave a rough overview when asked if Apple had an interest in television, the executive was doing the same thing in the face of augmented reality. If Cook's remarks are some kind of implied words, then the release of Apple Augmented Reality products may be within easy reach. Cooke said in an interview with the British Independent newspaper that he believes that AR is a revolutionary technology similar to smart phones.
I think this is the same big idea as a smartphone. The smart phone service is for everyone, and we don't have to think of the iPhone as targeting a specific group of people, or countries, or vertical markets: the iPhone is for everyone. I think AR's market will be large and very large. The reason I am excited is that AR can do things. AR can improve the lives of many people. AR is also entertaining.
Cook added that he thinks AR is just like the silicon used in iPhone chips. In other words, AR is "core technology" and "not product." In September last year, Cook said in the column "Good Morning America" ​​that AR has more potential than VR. "I personally think that AR's development prospects will be better."
These remarks are not the casual words of the CEO. Apple, especially Cook, will not directly verify the product roadmap. Apple and Cook's comments are all thoughts. They are also hints to investors, analysts, and Apple fans that the research and development of these technologies are being worked on. It is in progress and may be announced soon.
From the job recruitment and information leaked in the past, Xiao Bian learned that Apple had arranged for hundreds of employees to conduct AR and VR research. The industry just did not know what kind of hardware or software the company is developing. Apple is likely to be the same as Google's Project Tango, to take the lead in testing the water, rather than to enter the army. Of course, Xiao Bian can't rule out the possibility that Apple is interested in developing its own head display or some kind of smart glasses. If Cook has been talking about augmented reality with such frequency, we can be sure that the days of Apple's product release are not far behind.
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