This weekend, Cook said that it will take some time for AR to become â€śacceptableâ€ť. But, once that happens, ARÂ experiencesÂ will be an integral part of our daily lives, comparing the emerging technology to the iPhone and eating three meals a day.
â€śI do think that a significant portion of the population of developed countries, and eventually all countries, will have AR experiences every day, almost like eating three meals a day. It will become that much a part of you,â€ť Cook said during his panel at aÂ tech conference in Utah. Cook then admitted that there are technical challenges preventing AR from becoming a reality.
â€śAR is going to take a while because there are some really hard technology challenges there,â€ť he continued. â€śBut it will happen, it will happen in a big way and we will wonder, when it does, how we ever lived without it. Like we wonder how we lived without our phone today.â€ť
This is not the first time that Cook has talked about augmented reality. During Appleâ€™s quarterly earnings call this summer, the CEOÂ said that the companyÂ was â€śhigh on AR for the long runâ€ť and will continue investing in it.
Cook seems more optimistic about AR becoming mainstream over virtual reality, however. While VR could bring interesting opportunities in the education and gaming realm, Cook doesnâ€™t think it will be as acceptable as everyday AR experiences.
â€śI canâ€™t imagine everyone in here getting in an enclosed VR experience while youâ€™re sitting in here with me,â€ť he said in Utah.Â Business InsiderÂ transcribed Cookâ€™s full comments on AR here, where you can also watch the panel discussion.
Why this matters:Â Even though Cook does not think augmented reality will become mainstream any time soon, Apple has started taking baby steps in adopting the technology. Appleâ€™s latest iPhone 7 Plus sports a dual-camera system that could be used by developers to make ARÂ experiences, like PokĂ©mon Go, a lot better.
Eventually, the iPhone would need three or more cameras in order to be able to pull off the type of AR experiences that are being offered by Googleâ€™s Project Tango and Microsoftâ€™s HoloLens.