Apple CEO Cook sparks predictions of augmented reality in iPhone 8

“Apple Inc. CEO Tim Cook believes augmented reality will be as big for technology as smartphones, prompting analysts to speculate about whether Apple is planning to launch the first AR-compatible iPhone in September,” Jennifer Booton reports for MarketWatch.

“The Apple chief executive has expressed enthusiasm for augmented reality before, but these comments, given during an interview with U.K. newspaper The Independent on earlier this month, lend another hint as to what the company has up its mixed-reality sleeve,” Booton reports. “‘I regard it as a big idea like the smartphone. The smartphone is for everyone, we don’t have to think the iPhone is about a certain demographic or country or vertical market: It’s for everyone,’ Cook said. ‘I think AR is that big, it’s huge.'”

“He compared augmented reality to the silicon in his iPhone, saying that ‘it’s not a product per se,’ but a core technology,” Booton reports. “That gives a clearer sense that Apple could introduce some kind of augmented-reality functionality in its existing iPhone technology, rather than target a stand-alone device for it. This could come as soon as September, when Apple releases the next-generation iPhone.”

Read more in the full article here.

MacDailyNews Take: As you can see in the list of articles below, Apple’s interest in augmented reality is strong.

Apple CEO Cook offers clues to Apple’s Augmented Reality strategy – February 14, 2017
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, 2012


  1. I couldn’t give a flying fuck at a rolling donut over Augmented Reality on my cell phone. It is a retarded as balloons on iMessage or renting music by the month- something pioneered by Rob Glaser at Real Networks in January of 2004 (Rhapsody).

    1. I appreciate your candid feedback. I agree about the balloons and renting music. But I believe that AR has a lot of potential, depending on how it is implemented. The execution is critical…

      Clipping your phone to a set of goggles works for providing the initial “wow” factor in introducing an AR experience. But you are not mobile, and that severely limits its applications. True VR will overlay a HUD onto your eyeball perspective. Your phone may provide the networking and computational support, but the HUD is going to be provided either by lasers mounted on glasses or, in the longer term, by contacts or even retinal implants.

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