Tim Cook doesn't 'give a rats' about being first to AR glasses

He touted that the technology itself does not exist in a quality way.

According to MacRumors, there were speculations about Apple working on a pair of AR smart glasses and had experimented with many prototypes. It doesn't enable anything that has never been done before in AR, but it is meant to greatly increase ease of development of AR applications for one of the most robust software markets in the world-the iOS App Store.

Effectively an expanded form of Google Glass, creating a device would require condensing AR headset tech into a module capable of fitting inside glasses.

There are quite a few ARKit supporting apps on the App Store. He explains "I don't think there is any sector or industry that will be untouched by AR". ARKit, launched in June, allows developers to create virtual overlays on real world views. But none have been advanced enough to compare to the experience of trying on a attractive matte foundation or tricky pair of pants in store.

Cook's embrace of AR shouldn't come as much of a surprise. While he stopped short of dismissing AR smart glasses altogether, he said Apple will wait until the technology's able to support a satisfactory experience.

"We don't give a rat's about being first, we want to be the best, and give people a great experience", said Cook. "If you think about companies that offer a fair number of shoes, and [if a customer] sees a shoe and goes I want that one, you just want to point and [buy]. That will be a part of the shopping experience of the future, it absolutely will". But when asked about a possible AR smart glasses which would take advantage of the ARKit, Cook was not very forthcoming.

One other area where Apple, AR and fashion might intersect?

"There are rumors and gossip about companies working on that, and we obviously don't talk about what we work on".

Apple typically puts an emphasis on developing software and hardware together, "It goes to what Apple is about - the integration of those two things", Cook said in a previous interview also with the Independent; so you could reasonably expect Apple AR hardware to go alongside ARKit, and as we reported back in July, the company has filed a patent for such technology.

"We want to be the best and give people a great experience". "Anything you would see on the market any time soon would not be something any of us would be satisfied with", Cook told The Independent.

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