Tim Cook wants Apple to make your life better with AR, By Jonny Evans

Apple CEO, Tim Cook, is hyping Apple’s augmented reality plans again, stressing his company’s goal to create solutions that “amplify” human contact.

“Augmented reality will take some time to get right, but I do think that it’s profound,” he told BuzzFeed News. “We might … have a more productive conversation, if both of us have an AR experience standing here, right? And so I think that things like these are better when they’re incorporated without becoming a barrier to our talking. … You want the technology to amplify it, not to be a barrier.”

These comments echo similar statements last month when Cook told Good Morning America: “There’s virtual reality and there’s augmented reality, both of these are incredibly interesting… But my own view is that augmented reality is the larger of the two, probably by far, because this gives the capability for both of us to sit and be very present, talking to each other, but also have other things — visually — for both of us to see.”

There may be some hint of how these might work in his other statement that, “Maybe it’s something we’re talking about, maybe it’s someone else here who’s not here present but who can be made to appear to be present.”

Cook has referred to these technologies more than once in recent months. In July he said the company remains “high on AR in the long run” and referred to it as a “core technology” in August. These monthly references to the technology could be an attempt to deflect attention away from other unreleased Apple technologies, of course…

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