Apple CEO Tim Cook: Quality Augmented Reality Impossible with Current Technology

From TweakTown:

Apple is indeed interested in the Augmented Reality (AR) market, but Apple CEO Tim Cook recently delivered a bold affirmation that the technology to spin the illusion of high-end AR just isn’t here yet. Until that technology hurdle is solved, Apple will likely be out of the AR race, and Mr. Cook affirms the company wants to be the best–not the first. “There are rumors about companies working on those – we obviously don’t talk about what we’re working on,” Apple CEO Tim Cook said in a recent interview with the Independent. “But today I can tell you the technology itself doesn’t exist to do that in a quality way. The display technology required, as well as putting enough stuff around your face – there’s huge challenges with that. The field of view, the quality of the display itself, it’s not there yet.” … But Apple isn’t interested with being first, says Mr. Cook–they want to be the best, and deliver a quality experience. “We don’t give a rat’s about being first, we want to be the best, and give people a great experience,” Mr. Cook affirmed. “But now anything you would see on the market any time soon would not be something any of us would be satisfied with. Nor do I think the vast majority of people would be satisfied.”

Apple CEO: quality AR impossible with today’s technology

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About Andy Wibbels

Andy is an award-winning blogger and author of the book Blogwild! A Guide for Small Business Blogging. His work has been featured in The Wall Street Journal, USA Today, Entrepreneur, Wired, Business Week, Forbes, and other national and international media. He was worked at several San Francisco startups including Typepad, Get Satisfaction, SInMobi, Keas, and Mindjet. Currently, Andy is Director of Marketing at Lucidworks. Tw · Fb · G+ · Li

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