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Apple CEO Tim Cook Says AR Glasses Aren't Ready for Primetime

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Cook did, however, feel the problems would eventually be solved, saying "most technology challenges can be solved, but it's a matter of how long". Not too long ago, the Financial Times - which has an incredibly strong track record with respect to Apple rumors - reported that Apple was actively trying to engineer a pair of AR powered smart glasses equipped with 3D cameras.

Microsoft should embrace incrementalism and release regular updates to their offering, which will make them all the more nimble when the actual revolutionary improvements do arrive and would reduce the delta between their solution and Apple's eventual "groundbreaking" product. In typical fashion, he did not disclose any information about the products that Apple now have in development but he did say that the technology to create augmented reality smart glasses "in a quality way" does not yet exist.

He reiterated that Apple is not a company that prides itself on doing things first, but a company that strives to do things the best. The display technology required, as well as putting enough stuff around your face - there's huge challenges with that.

If I were a French student and I were 10 years old, I think it would be more important to learn coding than English. Their field of view and the quality of their displays, he said, aren't there yet.

Google has already tried its hand with Google Glasses, but it failed to gain much traction.

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When asked about smart glasses, Cook reportedly said: "There are rumours and stuff about companies working on those - we obviously don't talk about what we're working on".

One other area where Apple, AR and fashion might intersect?

Over the past few years, technology startups and brands including Rimmel and Gap have launched apps that invite shoppers to "try on" make-up and clothes virtually. Another app such as Human Anatomy Atlas 2018 let you study the human anatomy in all its detail, letting you use your phone to manoeuvre around vital organs so you have a better understanding of their functioning. And Apple, he said, won't ship an AR product unless it can deliver "a great experience".

"The way that you get lots of great ideas is for us to do the heavy lifting of the complexity of locational things and software, and put those in the operating system", says Cook. "And then you have all the developers that are able to put their energy into their passion", said Cook.

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