Apple wants to use augmented reality to make conversations better

Apple wants to use augmented reality to make conversations better

Apple CEO Tim Cook is known to rarely provide details about undisclosed products, but he did provide some hints about Apple's thinking in augmented reality and cars in an interview with journalist (Kara Swisher) Kara Swisher via The New York Times.

When it comes to augmented reality, Cook agreed with Swisher's framing that technology is critically important to Apple's future, indicating that it could be used to improve conversations.

Cook said, "You and I are having a conversation now, and it might be better if we further our discussion while showing the charts or other things."

Cook imagines the use of augmented reality in health, education, retail and gaming. "I see augmented reality taking off in some of these areas using the phone, and I think the promise will be greater in the future," he said.

There have been rumors that Apple has been developing augmented reality glasses for years, and the latest leaks indicate a possible launch of a mixed reality device next year.

Augmented reality features are available on iPhone and iPad, but other than some of the filters, augmented reality has not been widely used yet.

Cook also spoke extensively about Apple's approach to products during a question about cars.

The leaks indicated whether the company is developing autonomous driving technology that it can license to other companies or whether it plans to develop a complete car on its own.

Cook's recent comments indicate that Apple plans to develop an entire car on its own, after recent reports that the company is in new talks to develop its own car.

Cook said, "We love integrating hardware, software and services, and finding points of intersection between them because we think that's where the magic happens, and that's what we love to do, and we love having the basic technology around that."

Cook cited independence as an essential technology, but cautioned that not every Apple project reaches end consumers. “We investigate a lot of things internally, but a lot of them don't turn into commercial products,” he said.

He added: From my point of view, autonomy itself is an essential technology, and if you go back somehow, the car is a robot in many ways, and the autonomous car is a robot, so there are a lot of things that you can independently do, and we'll see what Apple does.

I also asked Swisher Cook for Elon Musk's comments about a failed attempt to discuss the sale of Tesla to Apple in 2017, and Cook said: I have never spoken to Musk, but I have a lot of admiration and respect for the company he founded.

"I think Tesla has done an amazing job in terms of being a leader in this field and maintaining for a long time the lead in electric vehicles, so I really appreciate it," he added.