According to Tim Cook, there will be advantages to creativity, business, and communications.
Tim Cook, CEO of Apple, recently took the opportunity to use a media interview to describe why he believed a mixed reality headset produced by his company is something consumers will want to have when one launches in coming months.
The company is traditionally quite closed lipped about the projects it has underway.
While Tim Cook didn’t officially confirm that Apple would be launching a mixed reality headset in the interview with GQ, he did spend some time describing why people would be interested in buying this type of product. This kind of gadget is highly rumored to have been in development for some time now, and many expect that it won’t be long before one hits the shelves.
The main reasons Tim Cook said that people would want this type of device is because of its creative applications for use in art, communication, and corporate environments.
“The idea that you could overlay the physical world with things from the digital world could greatly enhance people’s communication, people’s connection,” said Cook in the interview.
Will Apple’s vision of a mixed reality headset will do what Facebook couldn’t with VR?
The idea of using virtual reality for communication isn’t anything new. Mark Zuckerburg, CEO of Meta, first announced his vision for the Metaverse a couple of years ago, convinced that it would take off particularly for business communication. Meta has been struggling to make its Reality Labs VR business successful since that time.
That said, despite the fact that consumers didn’t seem to be remotely as interested in VR as Zuckerberg expected, those struggles don’t appear to have hindered Cook’s enthusiasm over augmented reality experiences. This despite how much he spoke out against Google’s 2015 attempt at VR.
In the interview, Cook acknowledged that he’d changed his attitude toward a mixed reality headset. He said that when “presented with something new that says you were wrong, admit it and go forward instead of continuing to hunker down and say why you’re right.”
He believes that the creative users at the core of his company’s business model are also the people who stand to gain the greatest benefit from AR and VR technologies.