Thursday, 19 July, 2018

Apple is leaving an Augmented Reality window of opportunity for Microsoft

Theresa Hayes | 11 October, 2017, 23:08

"I don't think there is any sector or industry that will be untouched by AR", he said.

After being announced in June during the Worldwide Developers Conference, the first generation of ARKit apps were launched last month with the release of iOS 11.

However, report also said that Cook had gone for the interview to promote the company's own programming language Swift.

Whether Apple's products really are "the best" is debatable, but it does kind of fall in line with Apple's recent activity.

Fashion shows are particularly ripe for AR intervention, he said: "If you think about a runway show in the fashion world, that's a great application of AR because some of these, you want to see the dress all the way around, you do not want to just see the front".

Cook's full interview, which focuses mostly on Apple's ARKit framework and the potential for augmented reality to change the way we interact with the world, is well worth checking out and can be read in its entirety over here.

Cook did, however, feel the problems would eventually be solved, saying "most technology challenges can be solved, but it's a matter of how long". But none have been advanced enough to compare to the experience of trying on a handsome matte foundation or tricky pair of pants in store. Cook also expressed scepticism about the AR shopping experiences being proposed by some retailers and tech firms. But Apple does plan to support companies who might embark on such an endeavour, he said.

One area associated with AR that isn't ready for prime time is smart glasses. But when asked about a possible AR smart glasses which would take advantage of the ARKit, Cook was not very forthcoming. But the bloggers will have to wait a little longer. In typical fashion, he did not disclose any information about the products that Apple now have in development but he did say that the technology to create augmented reality smart glasses "in a quality way" does not yet exist. Though Cook didn't deny Apple's interest in such a product, he flat-out said that the technology needed to make such a product feasible simply isn't mature enough right now. "Something that you would see out in the market any time soon would not be something that any of us would be satisfied with".