Apple CEO Tim Cook said Apple is investing in augmented reality after the success of Pokémon Go


A few hours ago, Apple CEO Tim Cook has told investors that Apple is interested in investing augmented reality (AR) and they have already been in developing and is "high on AR in the long run". This happened after he was asked about his thoughts on Pokémon Go that has stormed the world as the most downloaded app in history.

Adding more to his comments, Tim further states that the app is a "testament to what happens to innovative apps" and proving AR has a lot of potential in commercial opportunity for the developers, as well as consumers for having to "press a button" in great simplicity.

"AR can be really great. We have been and continue to invest a lot in this. We're high on AR in the long run and we think there are great things for customers and a great commercial opportunity. The number one thing is to make sure that our products work well with other developer's products like Pokéman (this is not a typo, he seriously said that), and that's why you see so many iPhones in the wild chasing Pokémans (you can listen to the audio record in the first Source link below) . We'll see whether it's the next platform, regardless, it will be huge." he said

Apple is not a stranger in this AR or VR (virtual reality) segment, rumours have it that the company secretly composed a research team working on such technology and investigate how Apple could embrace both AR and VR in the future. What's more, they also made some acquisitions by purchasing companies who are working on AR such as Metaoi, Faceshift, and Flyby Media.

We don't really know exactly how Apple might incorporate AR into its products, but there are possibilities that Apple Map and Photos could get a taste of it. We will just have to wait and see, stay tuned for more news at

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