Tim Cook, Apple CEO, the man leading the most valuable company on the planet share his views and vision about AR technology. In a personal interview with The Independent, Tim Cook said that according to him the current market isn't ready yet for the VR glasses and wearables. Further adding he also mentioned that the rise of AR will be “dramatic” just like the App Store.
Apple released ARkit back in in its WWDC 2017 to initialize the Augmented reality campaign. ARkit is the toolkit for the developers to build the AR equipped apps for the iOS. However, the kit doesn't do anything new ,instead, it uses the all present resources to ease the AR app development for the iOS market.
On this, Tim Cook believes that the support of AR feature back to the 6S model will provide a greater market to Apple. He also said “The way that you get lots of great ideas is for us to do the heavy lifting of the complexity of locational things and software, and put those in the operating system... And then you have all the developers that are able to put their energy into their passion”. According Cook Apple is providing an initial platform for the AR to grow bigger ideas. He believes that soon our day to day activity such as fashion and shopping will be changed by AR.
On the contrary, Tim Cook also said that the technology for the quality advance AR products doesn't exist right now and the market isn't ready for it yet.
“The technology itself doesn't exist to do that in a quality way. The display technology required, as well as putting enough stuff around your face–there [are] huge challenges with that. The field of view, the quality of the display itself—it’s not there yet.”
He also believes that the augmented reality will become a big thing but “dramatically” just like the App Store.
“Think back to 2008, when the App Store went live. There was the initial round of apps, and people looked at them and said, "this is not anything, mobile apps are not going to take off." And then, step by step, things start to move. And it is sort of a curve, it was just exponential–and now you couldn't imagine your life without apps. Your health is in one app, your financials, your shopping, your news, your entertainment–it's everything. AR is like that. It will be that dramatic” Tim Cook said in his interview.
Tim cook didn't address any brand or VR competitor, but he mentioned that currently, the VR products like glasses don't have a mass consumer market. With the introduction of ARkit and ARcore users are definitely attracted towards the AR. However, the glasses from Google and Hololens from Microsoft needs to go for a long run to reveal AR full potential.