tim_cookWhen it comes to modern day tech such as virtual and augmented reality, we haven’t really seen much from Apple. This is versus Apple’s competition from the likes of Google, Samsung, LG, and Microsoft, all of whom have invested a stake in either technology (or in some cases both). However recently Apple’s CEO told investors that AR is a tech that the company is investing in.

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Tim Cook’s response was to a question about Niantic Labs’ Pokemon GO game which uses AR technology. According to Cook, AR can be really great. “We have been and continue to invest a lot in this. We’re high on AR in the long run and we think there are great things for customers and a great commercial opportunity.”

Unsurprisingly Cook did not dive into details about what kind of investments they were making, or how they might be applied to future Apple products or services. However in the past we have seen patent filings and also heard reports from analysts who believe that the Cupertino company could be working on virtual and augmented reality technology this year.

In fact just last we Apple acquired AR company Metaio, so we do know that there is some interest, but like we said, how this interest will manifest itself in Apple’s products remains a mystery.

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