In an interview in ‘The Independent’, during a visit to Europe, Tim Cook of Apple said that he is very excited by AR because, unlike VR, it doesn’t block out the real world.
“Most people don’t want to lock themselves out from the world for a long period of time and today you can’t do that because you get sick from it. With AR you can, not be engrossed in something, but have it be a part of your world, of your conversation. That has resonance.”, Cook said.
Cook also drew analogies between the smartphone and AR, which he sees as being as ‘for everyone’, not for a particular geography or vertical market. He sees AR as a core technology. However he also said that there are things to do before AR is good enough for ‘the mainstream’.