Cook Declares AR a “Core Technology,” Internet Loses Its Collective Mind

Everyone wants to know what Apple has planned in the realm of augmented reality.

They really, really want to know. They want to know so badly they’ll launch themselves at every breadcrumb on the table, even when that crumb is minuscule.

Remember a few months ago, when Apple hired Doug Bowman? The computer-science professor at Virginia Tech has a long history of working in the VR sphere, and the internet went mad. Clearly, Apple was designing a VR headset. Clearly they were done lying down, and they would soon be taking on Microsoft and Facebook Magic Leap — oh, and Google too, because the difference between mobile VR and desktop VR and mobile AR is apparently meaningless to the rumour mongers.

That was in January, and since then we heard bupkis about Apple’s plans. That is not without design. “We try to be as secretive as we’ve always been on products, although it’s increasingly difficult to do that,” Cook told the Washington Post. That admission came in the same interview that has everyone talking. Because, you see, Tim Cook also referenced augmented reality, so clearly a product is basically already in production and we’ll be seeing goggles — no, glasses — no, phones — by the end of the year, maybe the end of the quarter!!!

Or maybe not.

The quote that has everyone so worked up is pretty simple. “I think AR is extremely interesting and sort of a core technology. So, yes, it’s something we’re doing a lot of things on behind that curtain that we talked about.”

That’s it. Note that he doesn’t say it’s a core technology for Apple’s business plan, so much as that is a core technology out there, in the world, and thus Apple is unlikely to ignore it entirely. He also mentions that the iPhone is still the cornerstone — the be-all and end-all — of Apple’s long term plan. “And there is nothing that’s going to replace it in the short term or in the intermediate term, either.” That implies that if AR is in Apple’s future, they’re likely exploring how to tie it to the iPhone.

So cool your jets, internet. Did the words ‘augmented reality’ trip out of Tim Cook’s mouth? Yes, they did.

Can we stop reporting on it until we actually have something to report?

Well, no, probably not, because that’s how excitement, conjecture, and 24 hour news cycles work. But is it too early to get excited about Apple’s augmented future?

Yeah. It really, really is.

Apple, Augmented Reality, Tech Reporting

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