Apple has big plans for its future artificial intelligence (AI) and augmented reality (AR) products, acknowledged CEO, Tim Cook, in a recent interview with the Washington Post. The iPhone maker is known to make waves in the tech space and the recent interview has also caused a stir, giving way to speculations.
Discussing the future prospects of AR, Mr. Cook said: “I think AR is extremely interesting and sort of a core technology. So, yes, it's something we're doing a lot of things on behind that curtain we talked about.” The statement emerges a few weeks after the company’s CEO told several financial analysts that the iPhone maker is “high on AR for the long run” and he believes that “AR can be huge.”
Apple has a considerable part of its workforce dedicated to its AR division. The company has been bringing many AR specialists on-board. For instance, it recently hired Microsoft Holo Lens engineer, Nick Thompson.
In early 2015, the iPhone maker set up a team to work on AR and VR technologies. Rumors surfaced about some Apple employees working on integrating the technologies into the company’s products. In addition, Apple filed several patents over the past few years for devices like video glasses and 3D hyper reality. Industry pundits believe that its interest in AR and VR technology dates back much further.
Over the past few months, AR has become a trending topic in the tech space. Tech giants like Google and Microsoft have already launched AR products, and Facebook has also shown long-term interest in the AR field. So, it only makes sense that Apple has been making efforts to intensify its AR and VR research; it has acquired big names in the AR field such as Metaio and Flyby Media.
"Look at the core technologies that make up the smartphone today and look at the ones that will be dominant in smartphones of the future — like AI," Mr. Cook told the Washington Post. This statement raised concerns about the company’s future prospects since it heavily relies on iPhone sales, which declined during the last quarter. “AI will make this product even more essential to you," asserted the CEO.
The interview covered different aspects such as Mr. Cook’s role as the CEO, and the company’s social and environmental responsibilities. When asked about Apple’s upcoming Project Titan, also known as Apple Car, Mr. Cook said “can’t answer a question about something we haven’t announced. [Laughs.]”
Though this interview wasn’t the first time that Mr. Cook talked about the company’s AR plans, however, it was the first time that he declared that the iPhone maker is currently working on AR technology. Apple seems to have a lot of things happening behind the curtain, which makes imagining the future much more exciting.