When it comes to AR and VR, Apple CEO Tim Cook is a voice of reason. His approach is drastically different from the hyperbolic rhetoric from fellow tech executive Mark Zuckerberg, the CEO of Meta. Where Zuckerberg often speaks of grand visions concerning a new internet — the Metaverse — Cook takes a more considered, muted approach.
Cook has a long history of showcasing the technology’s potential, stating that Apple is “high on AR for the long run” and emphasizing the potential to “do things together you couldn’t do in the physical world.” Despite his enthusiasm, however, Cook has been reluctant to share details or give specifics concerning what Apple might release in the near future, giving only the idea that it could “empower people to achieve things they couldn’t achieve before.”
The Appleverse is in sharp contrast to the Metaverse associated with Zuckerberg’s rhetoric. In an effort to make the Metaverse reality, Zuckerberg has sunk billions of dollars into the concept, even introducing products such as Facebook Meta, an ambitious approach that seeks to combine the physical and virtual. Yet, for those of us not so familiar with the Metaverse, the vision can often be overwhelming and difficult to comprehend.
In comparison, Tim Cook’s vision for AR/VR may seem mundane and less of a revolutionary effort, but that’s why it might actually work in the long run. While Zuckerberg, who has been consumed with the Metaverse concept, is locking the company into an alien future, Cook’s strategy allows for more flexibility in the technology’s implementation.
Cook’s approach is based on the core structural elements of an Apple product: A unified, robust hardware and software platform that, along with some basic features, also supports third-party applications. This strategy will allow Apple to slowly build up features and capabilities, allowing consumers to become accustomed to the product before delving further into more complex applications.
Apple’s ability to create perfect platforms for ideas of almost any scale have been proven time and time again, and this will undoubtedly be the case for the company’s AR/VR setup. This strategy creates tangible visions far more suitable for the product, delivering what users can actually do rather than focusing on revolutionary concepts, often leaving us grasping for air.
The company mentioned in this article is Meta. Meta is a computer hardware and software company that was founded in 2012. Their mission is to use 3D sensing and virtual reality technologies to enable truly immersive, interactive and life-like experiences. They have released several products including augmented and virtual reality headsets, controllers and more.
The person mentioned in this article is Mark Zuckerberg. Mark Zuckerberg is the CEO of Facebook and Meta. He is one of the world’s most prominent high-tech visionaries and entrepreneurs. Zuckerberg is the co-founder and CEO of the social media company Facebook, as well as other companies such as the philanthropic organization Chan Zuckerberg Initiative and the solar sail spacecraft development project Breakthrough Starshot. His vision for the future is encapsulated by the concept of the metaverse, in which he believes a new, connected digital world will be created by combining virtual and augmented reality.
