In an interview, Apple CEO Tim Cook revealed with unprecedented clarity that Apple is planning bigger things in the field of augmented reality. The key is to put people at the center of technology. That’s what Apple focuses on every day, Cook said.
Apparently, Apple wants to take a completely different approach than its competitors. While companies like Meta and Microsoft are gathered in a newly formed forum for standards in the Metaverse, Apple is not yet one of them.
Still at the very beginning of development
In a video interview with the US edition of the China Daily newspaper, which is affiliated with the Chinese state, Cook explained what he believes are the key points for AR products such as AR headsets to be successful in the consumer market. How exactly Apple imagines AR applications that focus on people, Cook does not reveal.
As on previous occasions, Cook states that he is “incredibly excited about AR”. Then he refers to the 14,000 apps that use Apple’s ARKit programming interface for iPhone and iPad apps. “Nevertheless, I believe that we are still at the very beginning in terms of the development of this technology.”
Rumors had leaked out in the past few months that Apple, for example, sees no focus on games. There was talk of avatars and various cameras, which are also aimed at the wearer of AR glasses. There are new rumors about Apple’s AR efforts almost weekly, most recently about the AR glasses in the design stage. “I’m excited about the opportunities we’ve seen in this space,” said Cook, “stay tuned and you’ll see what we have to offer.”
Better alone than together
However, an AR experience that also has interfaces to the products of other manufacturers is apparently not at the top of Apple’s wish list. Well-known competitors such as Meta (Facebook), Microsoft, Epic Games, Nvidia, Qualcomm and Adobe, some of whom already have products, are founding members of a newly founded Metaverse Standards Forum. Newcomer Adobe announced upon joining that the company wanted to contribute to fundamental standards for digital experiences. The metaverse is compared, among other things, with the PDF format.
However, it is not unusual for Apple to initially dare to go it alone: With HomeKit, Apple also tried to establish its own smart home standard. The overarching Stand Matter will be introduced by the end of the year. Apple had joined the alliance of the same name. After careful consideration, the Californians also sought cooperation with the Fido Alliance. With Passkey, an alternative to passwords is to be introduced on Apple devices from autumn.
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