CEO Tim Cook discusses the possibilities of XR in an interview prior to Apple’s upcoming Worldwide Developers Conference (WWDC) event, explaining why some aspects of it may be “even better than the real world.”
Apple CEO Tim Cook revealed in an interview with GQ’s Zach Baron that he initially joined the company—which was at the time on the verge of bankruptcy—because Steve Jobs had persuaded him that it might actually change the world.
Products like the iPhone profoundly change the way most of the globe conducts everyday business, it has changed the world.
The next risk the corporation is rumored to take has the potential to transform more than just the world—it has the potential to alter regular life as well.
Cook stated in the interview that in some aspects the technology might be “even better than the real world,” despite Apple’s continued secrecy on its plans for an XR gadget, which is anticipated to be unveiled at WWDC in June.
“If you think about the technology itself with augmented reality, just to take one side of the AR/VR piece, the idea that you could overlay the physical world with things from the digital world could greatly enhance people’s communication, people’s connection,” Cook said to GQ. It might enable people to accomplish things they previously couldn’t.
“If we were sitting here discussing about something and all of a sudden, we could call up something digitally and both see it and begin to cooperate on it and create with it, we might be able to collaborate on something simpler. Thus, the notion that there is a setting that might be superior to the real world alone—that the virtual world might be superior to it—was put forth by Cook. “So, this is interesting. If it could only speed up the creative process or make it easier to carry out daily tasks for which you don’t give much thought to other approaches.
Cook makes the suggestion that he may have changed his mind regarding the company’s critique of Google Glass at the time the device was debuted back in 2013—saying that head-worn devices would feel too invasive.
“My thinking is never static. I learned a valuable lesson from Steve [Jobs]: never get married to your past convictions. must never defend your position when anything fresh comes up that proves you were wrong; instead, acknowledge your error and move on.
Cook is aware that Apple will always be wary of releasing new goods, just as Apple was of Google Glass.
There were many skeptics with “pretty much everything we’ve ever done,” Cook remarked. “Sceptics are going to be there no matter what you do that’s on the edge.” Cook stated that he thinks about the following issues before entering new markets: “Can we significantly contribute, in some way, something that other people are not doing? Can we possess the basic technology? I’m not interested in assembling fragments of other people’s work. mostly because we want to be in charge of the main technologies. Since we are aware that is how innovation happens.
Even though Apple’s WWDC isn’t until June, speculation is already picking up. Apple is rumored to be presenting its alleged XR device at the event one day. It takes longer the following day. At WWDC, it will still be coming the next day. At this moment, only one thing is certain: we won’t know for sure until June.