Augmented reality or virtual reality (although not with similar concepts) is often seen as a substitute for the real world, a technology that facilitates almost absolute levels of immersion in imaginary worlds only achievable through our imagination. This vision could imply a distancing of human beings from each other, that is, a greater individual isolation and the reduction and even loss of something so essential for Humanity as human contact.
However, augmented reality can have applications that go beyond pure entertainment and fantasy. Applied, for example, to the medical sector, the advances could be enormous. But also within the leisure sector it could, and should, encourage that human contact that we mentioned before. And this is precisely what Apple CEO Tim Cook thinks.
Cook, a broader view of augmented reality
Virtual reality is not something new, in fact, as a teenager, there were already incipient two-color cardboard glasses that allowed you to observe images and videos in three dimensions. However, virtual reality is much more than that, it is a complete immersion experience that is increasingly attracting more interest from technology companies. In addition, its applications can be very diverse, from devices such as smartphones, tablets, computers, televisions, glasses, wearables, clothing, etc., to sectors as diverse as medicine, education or leisure.
Of everything it is known that in Apple's interest in augmented reality (AR) has been on the rise in recent times. Apple CEO Tim Cook himself has spoken on numerous occasions about augmented reality, thereby implying not only the company's interest in it, but also that it could already be working in this field. However, as is already historical in the company, Apple tries to stay one step ahead and has a different and promising vision of what augmented reality should look likea.
In a new interview granted to BuzzFeed News, Tim Cook has hinted at what Apple's focus will be on its dedication to augmented reality, suggesting that should encourage, not replace, human contact.
Augmented reality is going to take some time to get right, but I think it's profound. We could… have a more productive conversation, if we both have an AR experience being here, right? And therefore I think things like this are better when incorporated without becoming an obstacle to our conversation. … You want technology to amplify, not to be a barrier.
Apple bets on augmented reality
According to Cook, "there is no substitute" for human interaction. Thus, it seems that Apple is focusing more on exploring the possibilities of augmented reality than virtual reality experiences. In fact, in the interview, Cook says that while virtual reality "has some interesting applications," he does not think it is a "as broad-based technology as augmented reality."
In recent months, Cook has made various comments along these lines. Last July, the CEO stated that Cook said Apple was "on top of augmented reality in the long term" and that the company will continue to invest heavily in it. For Cook, and by extension for Apple, augmented reality "can be huge."
In September, speaking about augmented reality and virtual reality, Cook claimed to believe that AR "is the greater of the two," as it allows people to "be very present."
Sowing the ground
Apparently, the Cupertino company already has a work team that researches in the fields of virtual reality and augmented reality. Some reports indicate that Apple would already have some prototypes of virtual reality headsets. And Cook's statements confirm the company's interest in this technology. All this without forgetting recent acquisitions related to AR such as the purchase of Metaio, among others.
From BuzzFeed they point out that Apple's current hardware could now be part of a future "AR ecosystem", like the iPhone 7 Plus and its dual-lens camera, the Apple Watch with GPS, or the AirPods, equipped with dual accelerometer, optical sensors, microphones and antenna.
Is Apple paving the way for a true augmented reality ecosystem?