Apple CEO Tim Cook touts enterprise augmented reality

“Apple CEO Tim Cook touted use of augmented reality in manufacturing, retail and other industries as part of an expanded partnership with SAP,” Larry Dignan reports for ZDNet. “‘AR and ML will be key to delivering the right information to the right person at the right time,’ said Cook.”

“Cook took the stage with SAP CEO Bill McDermott at SAP Sapphire,” Dignan reports. “The companies are integrating Apple’s Core ML, an on-device machine learning technology, with its SAP Cloud Platform SDK for iOS.”

“Cook said also said Apple and SAP are in sync on privacy, which Apple considers the fundamental issue today,” Dignan reports. “He said just as phones have data on you, devices also hold the crown jewels of businesses too. Cook touted Apple’s security and privacy policies. ‘We’re all in on this. Can’t imaging running our business without it,’ said Cook.”

Read more in the full article here.

MacDailyNews Take: Our hope is that Apple – already very well-positioned – delivers on the promise of AR because those who do are literally going to change the world!

Apple hires tech team from data science startup SVDS in enterprise play – January 19, 2018
Apple is getting very, very serious about enterprise IT – January 15, 2018
Mac sales jump highlights purchasing pattern change; ‘great traction in the enterprise market’ seen – November 7, 2017
General Electric to offer Apple Macs to 330,000 employees as company standardizes on iOS for mobile – October 23, 2017
Enterprise use of Apple Macs primed to expand ‘exponentially’ – September 6, 2017
Microsoft’s Windows is doomed – September 1, 2017


  1. Sigh. He just doesn’t get it. ‘Enterprise’ across the country are not ‘millennials in Silicon Valley’. Fail. That’s quite a bubble they have there in Cupertino.

  2. Unless they are planning a separate wearable and not trying to put an iPhone in a headset, there had better be a good plan for pricing correctly in a market Google Glass (yes, they’re still around), Microsoft and IBM have been gaining real world AR work usage experience for close to a decade now.

  3. Apple seems to try to price itself out of every market, so I don’t think they’ll do that well with enterprise products unless they have something that’s very unique. Even so, that product will be quickly copied and sold at a cheaper price by another manufacturer. The way I see it, Apple doesn’t want to dominate any market and only sells a product for high profits. If the iPhone is an example, Apple only selling high-profit products don’t seem like a great strategy anymore.

    I really don’t understand what’s going on at Apple and I may just be getting mixed signals from possibly fake news, but Apple seems to be quite off the mark with many of its products. I still enjoy Apple products but the things that appeal to me about Apple products likely don’t appeal to most people. I like long-lasting, no-need-to-fiddle-with products. However, things like non-upgradeable computers and lousy keyboards really disappoint me.

    If Apple wanted to get into the enterprise, they should have designed enterprise servers using their A-series ARM processors. Those things would have killed the competition in terms of processing power.

    I know very little about the potential of AR apps but apparently, Apple wasn’t able to sell AR to consumers with the iPhone and that’s a huge loss of sales.

Reader Feedback

This site uses Akismet to reduce spam. Learn how your comment data is processed.