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As he continues his travels through Europe, Apple CEO Tim Cook sat down with the Dutch news channel Bright for an interview. As we’ve come to expect from Tim Cook interviews, the focus is on augmented reality, the importance of people learning to code, and climate change.
Regarding AR, Cook explained that while there are already a number of different AR apps on the App Store, there is room for the technology to “go much, much further.” He said:
“Augmented reality apps are already in the App Store, but the possibilities will go much, much further,” Cook told Bright. “I think AR is a profound technology that will impact everything. Imagine suddenly being able to teach with AR and demonstrate things that way. Or medical etc. Like I said, we’re really going to look back and think how we ever lived without AR.”
More interesting, however, are Cook’s comments about the metaverse. With other companies, such as Meta itself, doubling down on the term, Cook believes the average person probably doesn’t even know “what the metaverse is.”
“I always think it’s important for people to understand what something is. And I’m really not sure the average person can tell you what the metaverse is,” he explained.
Cook also reiterated one of his most common thoughts, which is that virtual reality can be good, but it’s not a way to “live your whole life.”
It’s something you can really immerse yourself in. And this can be used in a good way. But I don’t think you want to live your whole life this way. VR is for certain periods, but it is not a way to communicate well. So I’m not against it, but that’s how I see it.
Outside of comments on climate change and coding, Cook also touched on his views on the political process and political climate:
Technology is able to tackle the biggest problems that affect humanity. But I have a lot of respect for the political process and the elected people who serve us. And I’m also fully aware that I’m not one of them, I have a role to play. It empowers people with products that allow them to do things they couldn’t do otherwise. In their own way: more productive, more creative, whatever their goal. And as we do so, we want to leave the world a better place than the way we found it.
The full interview is well worth a read and can be found at Bright website.
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