apple-september-2016_tim-cookBoth augmented reality and virtual reality technology are very different from each other, but since they deal with changing up our reality, they are often compared side-by-side. Neither technology is necessarily “better” than the other since they serve different purposes, and while companies seem to be investing more into virtual reality, Apple seems to be going in the other direction.

During a tech conference held in Utah, Apple’s CEO Tim Cook once again took the opportunity to sing the praises of AR, claiming that the tech will eventually become an essential part of life. “I do think that a significant portion of the population of developed countries, and eventually all countries, will have AR experiences every day, almost like eating three meals a day. It will become that much a part of you.”

However he adds that that there are challenges that need to be overcome before it becomes more mainstream. “AR is going to take a while, because there are some really hard technology challenges there. But it will happen, it will happen in a big way, and we will wonder when it does, how we ever lived without it. Like we wonder how we lived without our phone today.”

This isn’t the first time Cook has sung praises about AR. He has stated in the past that he believes AR is a core technology that will be part of Apple’s future. Last month Cook was quoted as saying that he believes AR will do better than VR. Granted this does not guarantee any AR products from Apple, but if anything we guess it goes to show which particular tech has caught Apple’s attention.

Filed in Apple. Read more about Augmented Reality (AR).

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