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This article discusses the contrasting approaches to AR and VR taken by Apple CEO Tim Cook and Facebook and Meta CEO Mark Zuckerberg. Cook is taking a conservative, thoughtful approach to the technology's potential, while Zuckerberg is pushing for more ambitious product releases. Cook is utilizing the Appleverse's platform structure and familiarity to slowly grow the technology's capabilities. Get to know the two perspectives and take a closer look at the potential of AR and VR.