Tag Archives: Tim Cook

Tim Cook says the tech ‘doesn’t exist’ for Apple to make good augmented reality glasses

Apple CEO Tim Cook has been talking up augmented reality for the past year, but don’t take that to mean that Apple will launch a dedicated AR product anytime soon. In an interview with The Independent, Cook said that currently “the technology itself doesn’t exist” to make augmented reality glasses “in a quality way.” And Apple, he said, won’t ship an AR product unless it can deliver “a great experience.”

Cook identified two problems with current AR devices. Their field of view and the quality of their displays, he said, aren’t there yet. “Anything you would see on the market any time soon would not be something any of us would be satisfied with,” Cook told The Independent. “Nor do I think the vast majority of people would be satisfied.”

He’s not wrong. Current augmented reality headsets all leave something to be desired. Microsoft’s HoloLens works, but it has a limited field of view and requires a large headset. Meta’s is less expensive but similarly huge. And Google Glass (which doesn’t even totally count as augmented reality) flopped badly immediately upon release.

But even if Apple doesn’t plan on diving into dedicated AR hardware, it already made an enormous play for the augmented reality market this year — perhaps doing more than any company to date. With the release of iOS 11 last month, recent iPhones were granted the ability to perform all kinds of AR tricks using something Apple calls ARKit. It lets developers make augmented reality games and makes it easy for camera apps to implement augmented reality stickers.

That means Apple is in an early position to be at the center of a possible boom in augmented reality experiences. Cook seems to believe as much. He compared the introduction of AR features to the introduction of the App Store. “Now you couldn’t imagine your life without apps,” he said. “AR is like that. It will be that dramatic.”

Even if it won’t happen right away, there are already signs that Apple is exploring dedicated AR hardware. The company has a patent application that envisions augmented reality glasses, and Apple reportedly has a team of over 1,000 people working on AR. In typical Apple fashion, Cook told The Independent that Apple has no interest in rushing into the market just to get a head start. “We don’t give a rat’s about being first,” he said. “We want to be the best.”

Source:

https://www.theverge.com/2017/10/11/16458944/apple-ar-glasses-tech-doesnt-exist-says-tim-cook

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Tim Cook confirms that Apple is working on software for self-driving cars

For the first time, Apple CEO Tim Cook has confirmed that the iPhone-maker is building the technology to power self-driving cars. In an interview with Bloomberg, Cook said that the firm is currently “focusing on autonomous systems” — rather than, say, a car stamped with the Apple logo — and that this could be used for many different purposes.

 

“We sort of see it as the mother of all AI projects,” said Cook. “Autonomy is something that’s incredibly exciting for us, but we’ll see where it will take us. We’re not really saying from a product point of view what we’ll do, but we’re being straightforward that it’s a core technology we view as very important.”

Apple’s interest in autonomous vehicles has been something of an open secret in Silicon Valley. Rumors about the company’s efforts (codenamed Project Titan, and reportedly started in 2014) have been swirling for years. More recently, documents have emerged that clearly show Apple’s involvement in the technology, including the publication this April of a permit for the company to test self-driving cars in California.

Apple reportedly hired more than 1,000 engineers to work on Project Titan, but was forced to tweak its focus. In October last year, it was reported that the company had shrunk the team’s ambitions, from attempting to compete directly with the likes of Tesla by building the company’s own electric car, to focusing more on the software side of things. This interview with Cook confirms that this is Apple’s priority.

 

Whatever the company’s final goal, it is now, at least, being a bit more candid about its interest. Cook told Bloomberg that Apple sees the car industry as ripe for disruption, and noted that self-driving technology is just one of three “vectors of change” that will come to fruition in the near future. The other two, he says, are ride-sharing and electrification. “If you’ve driven an all-electric car it’s actually a marvelous experience,” said the Apple chief.

Source:

https://www.theverge.com/2017/6/13/15790076/apple-self-driving-cars-autonomous-tim-cook