Apple's Tim Cook On The Future Of Fashion & Shopping


Macron's office said the two didn't discuss past tax disputes, but Cook accepted that fiscal laws worldwide are shifting toward making companies pay tax where money is actually earned. But this hasn't stopped speculation in recent months centering on the idea of Apple building a new AR product - specifically, a pair of augmented reality glasses, similar to Google Glass, but made into a commercial success.

Cook's comments are interesting, especially given that the rumors surrounding Apple's interest in smart glasses have increased steadily over the past year.

By putting it on iPhone, Apple was able to "instantly overnight become the largest AR platform", Cook says. With ARKit, Apple hopes to get more developers onboard to ensure that the AR tech matures fast and a lot of people have access to it. In an interview with The Independent, Cook said that now "the technology itself doesn't exist" to make augmented reality glasses "in a quality way". In a sit-down interview with Vogue, the leader of the world's most valuable technology company said he is betting big on augmented reality (AR), which he believes will transform everything from runway shows to shopping. With the App Store, which the company launched after unveiling the first iPhone, Apple created hundreds of thousands of new jobs. "I don't think there is any sector or industry that will be untouched by AR", he said.

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Google has already tried its hand with Google Glasses, but it failed to gain much traction. That being the case, Cook said that any type of smart glasses product Apple would release today wouldn't be anything that Apple or consumers "would be satisfied with". But Cook's statement to the newspaper means that Apple-branded smart AR glasses are just that - rumours. Some such as the IKEA app, let you stand in your living room and place furniture around you at scale to give you an idea how it would look.

In an interview with the British newspaper The Independent, Cook compared the arrival of ARKit to when the App Store first arrived in 2008. Cook also expressed scepticism about the AR shopping experiences being proposed by some retailers and tech firms. Cook said that Apple wanted to create an environment and give the hardware ability to its devices for AR to thrive.