“AR [augmented reality] I think is going to become really big,” said Cook. “VR [virtual reality], I think, is not gonna be that big, compared to AR … How long will it take? AR gonna take a little while, because there’s some really hard technology challenges there. But it will happen. It will happen in a big way. And we will wonder, when it does [happen], how we lived without it. Kind of how we wonder how we lived without our [smartphones] today.”
This is not the first time that Tim Cook has commented on the potential for AR. Soon after the release (and phenomenal success) of Pokemon Go, Tim Cook said that Apple was “high on AR in the long run” when answering a question during an Apple earnings call:
It also does show that AR can be really great. We have been and continue to invest a lot in this. We are high on AR for the long run, we think there’s great things for customers and a great commercial opportunity. The number one thing is to make sure our products work well with other developers’ kind of products like Pokemon, that’s why you see so many iPhones in the wild chasing Pokemons.
You can watch the full Tim Cook interview from the Utah Tech Tour on YouTube.