Apple CEO Tim Cook has hinted at the company’s plans for its upcoming mixed-reality headset in a recent interview with GQ’s Zach Baron. In the interview, titled “Tim Cook Thinks Different,” Cook discusses various aspects of his career, personal life, and the future of Apple, including its potential entry into the AR/VR hardware space.
Tim Cook hints at Apple’s upcoming mixed-reality headset in GQ interview
Cook spoke about the potential for augmented reality to overlay the physical world with digital elements, enhancing communication, connection, and creativity. He suggested that measuring physical objects and placing digital art on walls are just the beginning of the possibilities of AR, indicating that Apple’s mixed-reality headset will offer something beyond what is currently available.
The interview also saw Cook acknowledge his skepticism towards smart glasses, as he had previously stated that people would not want to wear them. However, he explained that his thinking has evolved, and he now sees the potential for Apple to create something innovative in the AR/VR space. Cook emphasized the importance of owning primary technology, rather than piecing together other companies’ offerings, to drive innovation and create a unique product.
We always thought that glasses were not a smart move, from a point of view that people would not really want to wear them. They were intrusive, instead of pushing technology to the background, as we’ve always believed. We always thought it would flop, and, you know, so far it has.
Cook’s comments suggest that Apple is planning to enter the AR/VR hardware market significantly, focusing on offering a unique mixed-reality experience that goes beyond what competitors like Google and Meta have produced so far. While details about the headset remain scarce, it is clear that Apple is looking to make a major contribution to the AR/VR space, and Cook’s comments reflect his confidence in the company’s ability to do so.
Apple has a track record of succeeding in areas where others have doubted it, and Cook’s willingness to admit when he was wrong and change his thinking indicates a company that is not afraid to take risks and push boundaries.
As such, the upcoming mixed-reality headset is likely to be one of Apple’s most anticipated products in the coming years, and it will be interesting to see how the company approaches the AR/VR hardware market and what kind of experience it offers to users.
Read the full interview here.