In an exclusive interview with ABC News, Apple CEO Tim Cook said he favors augmented reality (AR) over virtual reality (VR), and suggested the emerging technology may be more commercially viable because it allows users to be more “present.”
Cook’s comments, made during a wide-ranging interview with ABC News’ “Good Morning America,” may suggest which product categories the tech giant is looking to develop in the future.
“There’s virtual reality and there’s augmented reality — both of these are incredibly interesting,” Cook told ABC News’ Robin Roberts. “But my own view is that augmented reality is the larger of the two, probably by far.”
Augmented reality — games and applications that impose digital imagery over real-life video — has exploded onto the consumer tech scene in recent months, most notably with this summer’s hit mobile video game Pokémon Go, which overlays the game’s characters onto images taken in real time from the camera on the player’s phone.
It stands in contrast to virtual reality, which often employs a special headset and only digital imagery, which does not depend on the environment around the user. Virtual reality has been championed by news companies like ABC News and The New York Times, who have used it to tell immersive stories in ways not available in traditional media.