Apple CEO Tim Cook Teases Upcoming Mixed-Reality Headset, Stresses the Importance of Bringing People Together in the Real World

Tim Cook, the CEO of Apple, has hinted at the company’s forthcoming mixed-reality headset in an interview with GQ. The silent company has not confirmed the existence of the headset, but Cook, an advocate for VR and AR, discussed the reasoning behind the technology, explaining why people might want to buy it.

“If you think about the technology itself with augmented reality, just to take one side of the AR/VR piece, the idea that you could overlay the physical world with things from the digital world could greatly enhance people’s communication, people’s connection,”

Cook said.

Cook added that the new device “could empower people to achieve things they couldn’t achieve before.” He emphasized the idea that overlaying the virtual world over the real environment adds value to users, accelerates creativity, and helps in daily tasks.

In regards to Google Glasses, Cook stated that Apple had always believed that smart glasses were not a wise move because they were intrusive and people wouldn’t want to wear them. Apple’s philosophy has always been to push technology into the background instead of having it in the forefront. Cook added that Apple had always thought that Google Glasses wouldn’t succeed, and its prediction had been accurate.

When asked if the lack of success of Google Glass and Meta’s Quest would make him hesitant to enter the same market, Apple CEO Tim Cook defended the company’s history of success in areas where skeptics doubted its chances. Cook explained that Apple looks to make a significant contribution and own the primary technology when entering a market, as that is how innovation happens. He underlined that Apple isn’t interested in simply putting together pieces of someone else’s technology.

Apple’s upcoming headset, which is expected to cost around $3,000 and follow Apple Watch’s trajectory, aligns with Cook’s belief that AR is a powerful technology that should bring people together in the real world. Unlike Meta’s vision of a purely digital metaverse, Apple plans to merge digital objects with reality.

The launch date of the rumored headset, called Reality Pro, is uncertain. Initially, it was speculated that the device would debut during Apple’s WWDC 2023 event in June. However, analyst Ming-Chi Kuo has stated that the release date has been postponed to late 2023.

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