Published: Thu, October 12, 2017
Research | By Jo Caldwell

Apple's Tim Cook On The Future Of Fashion & Shopping

Apple's Tim Cook On The Future Of Fashion & Shopping

"We don't give a rat's about being first, we want to be the best, and give people a great experience", said Cook. With ARKit, millions experienced augmented reality for the first time.

As for AR today, Vogue points to Burberry (which Apple Retail Chief Angela Ahrendts formerly ran) as quick to adopt ARKit in its iPhone app. Burberry uses Branding Brands behind-the-scenes to support ARKit for offering users a look at artist Danny Sangra's work in the real world. Cook didn't dismiss that his company is looking into it, but he did mention that we are a few years away from the supposed Apple Glasses.

Think back to 2008, when the App Store went live.

"And it is sort of a curve, it was just exponential - and now you couldn't imagine your life without apps", Cook adds. The company officially introduced its ARKit in iOS 11 which has vast potential in achieving operations that were previously not practical.

Since Apple rolled out ARKit, a number of retailers have begun integrating the technology into their iPhone and iPad apps, giving us a glimpse of online shopping's future.

But this hasn't stopped speculation in recent months centering on the idea of Apple building a new AR product - specifically, a pair of augmented reality glasses, similar to Google Glass, but made into a commercial success.

"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".

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". Even cheap VR has a better field of view than them. But the best mass-market platform is not necessarily the most advanced.

Cook didn't address all of these technical differences in the interview, but he did talk about the prospects for AR goggles or glasses. The display technology required, as well as putting enough stuff around your face-there [are] huge challenges with that. In a sit-down interview with Vogue, the leader of the world's most valuable technology company said he is betting big on augmented reality (AR), which he believes will transform everything from runway shows to shopping. The field of view is pitifully small, breaking all potential immersion in what's being displayed.

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