“A recent interview with Apple CEO Tim Cook has offered up some interesting tidbits on how Apple will approach the subject of AR (Augmented Reality),” Adrian Kingsley-Hughes writes for ZDNet.

“There’s quite a bit to unpack here. First and foremost is that Cook sees AR as a better technology than VR,” Kingsley-Hughes writes. “Whereas VR required the user to wear goggles or glasses of some description, an AR overlay can be applied to the world using, say, a smartphone’s camera and display (think Pokémon Go).”

“Cook is quick to trash VR, claiming that people don’t want to be isolated from the world in headsets, and that the technology can make people sick. These are the two biggest complaints related to VR and it’s clear Apple sees them as showstoppers,” Kingsley-Hughes writes. “The “I view AR like I view the silicon here in my iPhone” line is incredibly telling. It suggests that for Apple, the goal is to make AR as invisible to the end user as the processor and RAM in an iPhone. It’s another tool for people to use, not an end result.”

Much more in the full article here.

MacDailyNews Take: As we wrote last October, we fully expect Apple to investigate the potential of augmented reality which has been so promising for so many years yet not fully realized to date (think apps like Layar which we first tried on our iPhones back in October 2009).

As the trail of related articles below attests, Apple’s interest in virtual and augmented reality hasn’t exactly been a well-kept secret.

SEE ALSO:
Apple CEO Cook on Augmented Reality: ‘I regard it as a big idea like the smartphone’ – February 10, 2017
Apple working to integrate Augmented Reality capabilities into iPhone’s Camera app – November 17, 2016
Apple granted another Augmented Reality head-mounted display patent – November 10, 2016
Ming-Chi Kuo: Apple will have a 3-5 year lead in augmented reality; use as part of an autonomous driving system – November 2, 2016
Apple CEO Tim Cook: ‘We are high on Augmented Reality for the long run’ – October 14, 2016
iPhone 7 Plus is the starting point of Apple’s major push into augmented reality – September 28, 2016
iPhone 7 Plus proves Apple is gearing up for augmented reality – September 27, 2016
What iPhone 7 says about Apple’s future augmented reality plans – September 19, 2016
Apple needs to forget chasing Snapchat and go after the Augmented Reality industry – August 25, 2016
Tim Cook publicly confirms Apple has augmented reality plans – July 27, 2016
Apple acquires Flyby Media; assembles large team of virtual and augmented reality experts – January 29, 2016
Apple hires leading virtual reality researcher – January 22, 2016
Apple is building a virtual reality supply chain with disruptive potential, new research shows – November 19, 2015
Analyst: Apple team exploring virtual reality/augmented reality – August 31, 2015
Apple exploring a new reality with purchase of Metaio – June 3, 2015
Apple patents perforated augmented reality display that you can see and hear through – May 29, 2015
Apple acquires augmented reality company Metaio – May 28, 2015
New Apple haptics patent application reveals diamond-layered trackpad that simulates wood, other textures – April 23, 2015
Apple granted U.S. patent for hybrid VR head-mounted display – February 18, 2015
Apple is working on VR user interfaces and gaming; looking for Oculus and Leap experts – February 10, 2015
Apple granted patent for display-based speakers for iOS devices – January 13, 2015
Apple granted a patent for devices with a transparent display – November 18, 2014
Apple’s new iPhones, iPads could feature haptic displays – June 30, 2014
Apple patent application reveals personal display headset invention – May 8, 2014
Apple patent application reveals wildly intelligent multi-tiered haptics system – May 3, 2012
Apple continues to tweak Apple TV video headset accessory – April 10, 2014
Apple patent application reveals sapphire flexible transparent display devices created with Liquidmetal – December 19, 2013
Apple granted knockout patent for head-mounted personal display – December 10, 2013
iGlasses: Apple granted patent for head-mounted augmented reality displays – July 5, 2012
Apple files patent application for haptic feedback touch-based user interface – March 22, 201