Prior to Apple’s forthcoming Worldwide Developers Conference, CEO Tim Cook spoke about the potential of XR technology and why it could be “even better than the real world” in an interview with GQ’s Zach Baron.
Cook recounted how he joined Apple when it was on the brink of bankruptcy, as Steve Jobs convinced him that the company could truly change the world. With groundbreaking products like the iPhone, Apple has indeed transformed the way many people live their daily lives.
Now, the company is rumored to be working on an XR device, which could revolutionize reality itself. Although Apple has been tight-lipped about the details, Cook mentioned in the interview that the technology has the potential to be superior to the real world in certain aspects.
Cook explained that augmented reality, one aspect of XR, could overlay the physical world with digital elements, enhancing communication and connections among people, and empowering them to achieve things they couldn’t before. He envisions a world where the virtual and real worlds are intertwined, fostering creativity and improving everyday tasks.
In response to past criticisms of Google Glass and the idea that head-worn devices are invasive, Cook indicated that his thoughts have evolved. He cited Steve Jobs’ teachings about not being overly attached to past convictions and adapting when presented with new information.
Cook acknowledged that skepticism is a natural part of introducing innovative products, but he emphasized the importance of making a significant contribution, owning the primary technology, and driving innovation.
As anticipation builds for Apple’s WWDC in June, rumors about the potential XR device continue to circulate. Whether the product will be revealed, delayed, or still in the works remains uncertain until the event takes place.