Apple developing Augmented Reality

BB160816 Apple augmented realityThe Washington Post recently published an interview with Tim Cook, for the occasion of his 5 year anniversary as Apple CEO. It was quite a learning cure. ” You’re both praised and criticized, and the extremes are wide — very wide. And that can happen all in a day. You build up — my skin got materially thicker after August 2011.” This refers also to the negative publicity about the decreasing iPhone sales.
The most interesting quote in the interview has to do with augmented reality. We know that Apple has long been interested in this technology, but in this interview Cook confirms that they have a team working on developing and researching this. ” Think AR [augmented reality] is extremely interesting and sort of a core technology. So, yes, it’s something we’re doing a lot of things on behind that curtain that we talked about,” he said laughing.


Rob van den Braak

Printer’s devil (1964), phototypesetter, offsetprinter, teacher of graphic techniques, salesmanager, productmanager, trade journalist, founder of BlokBoek e-zine (2011). But above all husband, father, friend and lover of life in southern Spain (since 2010).

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