Apple is leaving an Augmented Reality window of opportunity for Microsoft

Ross Houston
October 12, 2017

"The field of view, the quality of the display itself, it's not there yet", he said.

Cook's full interview, which focuses mostly on Apple's ARKit framework and the potential for augmented reality to change the way we interact with the world, is well worth checking out and can be read in its entirety over here. "I think it's going to be hard for other folks". And Apple, he said, won't ship an AR product unless it can deliver "a great experience". Last month, Ikea and Anthropologie released new versions on their apps that allow customers to see how a new chair or lamp might look in their living rooms - and in the latter's case, even sample different fabrics and colours.

Over the past few years, technology startups and brands including Rimmel and Gap have launched apps that invite shoppers to "try on" make-up and clothes virtually.


According to Cook, shopping will undergo a huge transformation thanks to AR and he thinks that no industry would be left untouched. While stating AR "absolutely will" be a part of future shopping, he said Apple isn't actively pursuing a presence in the retail space.

When asked about smart glasses, Cook reportedly said: "There are rumours and stuff about companies working on those - we obviously don't talk about what we're working on".

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


The leader of the world's most valuable company told The Independent that the technologies required to develop smart glasses aren't yet good enough. But the bloggers will have to wait a little longer.

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.

Microsoft is, of course, one of the earliest players in the field, with an actual product in the market, but is also believed to have delayed a successor until the technology improves so the device meets the expectations of consumers. "Anything you would see on the market any time soon would not be something any of us would be satisfied with", Cook explained.


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