Tim Cook doesn't 'give a rats' about being first to AR glasses

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EXCLUSIVE: Apple's Tim Cook On The Future Of Fashion & Shopping

"And it is sort of a curve, it was just exponential - and now you couldn't imagine your life without apps", Cook adds. "And then step by step things start to move".

Apple CEO Tim Cook.CNBCApple CEO Tim Cook believes that it'll still be some time before people are walking around wearing smart glasses that augment their reality. Cook paid a surprise visit to Eldim, a Normandy-based firm that develops optical technology, used in the facial recognition system inside new top-of-the-line iPhone X smartphones due out next month. Although the company has rolled out ARkit, its developer platform for augmented reality apps, and AR is a significant part of the iOS 11 marketing, right now it's predominantly focused on the iPhone. "Your health is on an app, your financials, your shopping, your news, your entertainment - it's everything".

According to Cook, AR-enabled websites will soon become mandatory, regardless of the industry. "So having it on iPhone changes the game for developers, because instantly they had hundreds of millions of potential customers". "I can tell you that the technology itself doesn't exist to do [AR glasses] in a quality way", Cook said to Vogue after dismissing "rumours and gossip" about the idea. Cook didn't dismiss that his company is looking into it, but he did mention that we are a few years away from the supposed Apple Glasses. But beyond that, what is Apple planning for future devices? Back in July, IBT reported that Apple filed for a patent describing a pair of smart glasses that can use augmented reality technology to overlay user interface elements in real world environments. He also mentioned that whatever you saw on the market now, would not be to the satisfaction of the vast majority of people because of technicallogy limitations.

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"The display technology required, as well as putting enough stuff around your face-there's huge challenges with that", he said.

He also talked about the AR glasses, which the company has been reportedly working on.

The Apple CEO said that they're not interested in simply being first, but they want to be the best. While AR in a wearable form factor has gained traction in enterprise settings - where people are more willing to put aside fashion in favor of functionality - we're a reasonably long way from a point where the form-factor question can be settled.

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