Apple CEO Tim Cook Says AR Glasses Aren't Ready for Primetime

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

"The field of view, the quality of the display itself, it's not there yet", he said. Cook also expressed scepticism about the AR shopping experiences being proposed by some retailers and tech firms.

There are quite a few ARKit supporting apps on the App Store. And Cook hopes 15 million iOS app developers is a big enough base to find some who might work on ARKit to generate new apps that use the platform.

If I were a French student and I were 10 years old, I think it would be more important to learn coding than English.

At the end of September, Burberry - always one to take advantage of new technologies - introduced a new AR feature to its flagship iPhone app.

Cook's full interview, which focuses mostly on Apple's ARKit framework and the potential for augmented reality to change the way we interact with the world, is well worth checking out and can be read in its entirety over here.

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".

It will also take some time before we'll be able to scan and identify other women's coats on our phones. But Apple does plan to support companies who might embark on such an endeavour, he said. Cook says the company has no plans to build the giant database of clothes, shoes and other goods that would make it possible. "If you think about companies that offer a fair number of shoes, and [if a customer] sees a shoe and goes I want that one, you just want to point and [buy]". While stating AR "absolutely will" be a part of future shopping, he said Apple isn't actively pursuing a presence in the retail space. But Cook's statement to the newspaper means that Apple-branded smart AR glasses are just that - rumours. But the bloggers will have to wait a little longer.

Microsoft has continued to forge ahead, if far from aggressively, with numerous companies working on applications for the HoloLens, and some, like various European motor companies, even weaving them into their workflow.

Cook then went onto say that Apple would only ship a product that's "the best", reiterating what everyone already knows about its recent product offerings: the company doesn't care about being first to release new tech. "Anything you would see on the market any time soon would not be something any of us would be satisfied with", Cook told The Independent.

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