These days, the CEO of Apple has been on a constant tour of the main European countries, visiting different places where Apple has a special presence or hopes to have it in the future. The last stretch has been in London where, as well as having a chat with the British Prime Minister, has also been able meet sadiq khan, the mayor of the city. Likewise, he has traveled to the offices where the popular game Monument Valley takes place and has had the opportunity to see firsthand how some of Apple's technologies are used in different educational centers de la ciudad.
As if this were not enough, he has also given time to grant an interview to the newspaper The Independent, in which he has spoken again about augmented reality, one of his favorite subjects in recent times when he speaks in public. It is still early to know if Apple is close to showing us something in relation to this technology, but when the river sounds, it is water that it carries and, as I say, it has already sounded a few times.
Cook has placed particular emphasis on the revolutionary nature of this technology, equating the idea of it with the smartphone itself, because "the things that could be done would improve a lot of lives." However, perhaps the most relevant is found in the part where it distinguishes augmented reality from virtual reality, making it clear what is the path that Apple wants to take in this regard.
I am excited about augmented reality because, unlike virtual reality, which closes off the outside world, augmented reality allows individuals to be present in the world but, hopefully, allowing what is happening in the moment to improve. Most people do not want to isolate themselves from the world for a long period of time and today you cannot do it because you end up jaded. With augmented reality you can, not being absorbed in a task, but having a better version of your world, of your conversations. That is what is relevant.