As he continues his travels through Europe, Apple CEO Tim Cook spoke to the Dutch media Bright for an interview. As we expected from interviews with Tim Cook, the focus is on augmented reality, the importance of people learning to code, and climate change.
When it comes to AR, Cook explained that while there are already a number of different AR apps on the App Store, there’s room for the technology to “go much, much further.” He said:
“AR 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 affect everything. Suddenly imagine being able to teach with AR and demonstrate things that way. Or medically, etc. Like I said, we’re really going to be looking back and reflect on how we once lived without AR.
More interesting, however, are Cook’s comments on the metaverse. While other companies, such as Meta itself, double down on the term, Cook thinks the average person probably doesn’t even know “what 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 VR can be good, but it’s not a way to “live your whole life”.
It’s something you can really immerse yourself in. And it can be put to good use. But I don’t think you want to live your whole life that way. Virtual reality is for set periods, but not a way to communicate well. So I’m not against it, but that’s how I see it.
Apart from comments on climate change and coding, Cook also touched on his views on the political process and political climate:
Technology is capable of tackling the biggest problems affecting humanity. But I really appreciate the political process and the elected officials who serve us. And I also fully realize that I am not one of them, I have a role. It’s about empowering people with products that let them do things they couldn’t otherwise. In their own way: more productive, more creative, whatever their objective. And in doing so, we want to leave the world a better place than we found it.
The full interview is worth reading and can be viewed at Bright website.
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