In a recent GQ interview, Tim Cook discussed the potential of Apple’s mixed-reality headset, acknowledging his previous skepticism around smart glasses, but indicating the company’s plans to innovate in the augmented reality/virtual reality (AR/VR) space.
Cook used the interview to discuss the potential of augmented reality (AR) to overlay digital elements onto the physical world, enhancing communication, connection, and creativity. While acknowledging his past skepticism about smart glasses, Cook explained that his thinking had evolved, and that he now saw the potential for Apple to create something innovative in the AR/VR space. Cook emphasized the importance of owning primary technology to drive innovation and create a unique product.
Apple’s mixed-reality headset is expected to offer a unique experience that goes beyond competitors like Google and Meta. Cook’s comments reflect his confidence in Apple’s ability to make a major contribution to the AR/VR market, even as details about the headset remain scarce.
Apple’s track record of success in areas where others have doubted it, combined with Cook’s willingness to admit when he was wrong and change his thinking, suggests the company is unafraid to take risks and push boundaries. The upcoming mixed-reality headset is likely to be one of Apple’s most anticipated products in the coming years.
