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Published on January 21st, 2020 | by Emergent Enterprise


Tim Cook says AR is “the Next Big Thing”

Emergent Insight:
Does AR bring people together? That’s the view of Apple CEO Tim Cook as reported by Chance Miller of 9to5Mac covering Cook’s appearance at IDA Ireland. Well, of course, virtual reality by its very nature “isolates” a person as it strives to create an alternate reality. AR often does demand collaboration of the users for the complete experience which can be very valuable. It’s not really a case of one technology being “better” than the other. It really is an argument about if the technology helps reach the goals of the experience.

Original Article:
Image via Ian Hyland

As we highlighted earlier today, Apple CEO Tim Cook is in Ireland this week to receive an award in recognition of Apple’s 40-year history in the country. After being recognized by IDA Ireland today, Cook sat down with IDA Ireland CEO Martin Shanahan for a brief conversation.

IDA Ireland is the state agency responsible for foreign direct investment into Ireland, hence why it was behind the award given to Tim Cook today. Apple is the largest employer in Cork, with over 6,000 workers.

During the discussion with Shanahan today (via Silicon Republic), Cook was asked about what he expects to be the biggest tech developments in the next five to 10 years. Cook’s response made it clear that he sees augmented reality as the future, calling it the “next big thing.” He also referenced his trip to see AR game developers War Ducks.

“I’m excited about AR,” Cook said. “My view is it’s the next big thing, and it will pervade our entire lives. Yesterday, I visited a development company called War Ducks in Dublin – 15 people and they’re staffing up and using AR for games. You can imagine, for games it’s incredible but even for our discussion here. You and I might be talking about an article and using AR we can pull it up, and can both be looking at the same thing at the same time.”

Cook also emphasized that augmented reality isn’t designed to isolate people, but instead can bring people together. “I think it’s something that doesn’t isolate people. We can use it to enhance our discussion, not substitute it for human connection, which I’ve always deeply worried about in some of the other technologies,” he explained.

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