Apple’s interest in augmented reality (AR) isn’t new, and on more than one occasion we have heard the company’s CEO Tim Cook wax poetic over the technology. Recently during an interview with The Independent, Cook once again reiterated Apple’s interest in the technology and stated how he believes that it is a “big idea” just like the smartphone once was.

According to Cook, “I regard it as a big idea like the smartphone. The smartphone is for everyone, we don’t have to think the iPhone is about a certain demographic, or country or vertical market: it’s for everyone. I think AR is that big, it’s huge. I get excited because of the things that could be done that could improve a lot of lives. And be entertaining.”

Cook also revealed why he believes that AR is better than VR. “Most people don’t want to lock themselves out from the world for a long period of time and today you can’t do that because you get sick from it. With AR you can, not be engrossed in something, but have it be a part of your world, of your conversation. That has resonance.”

It’s interesting that Cook is so excited about the technology. This has previously led to speculation that Apple could have AR plans. The company has acquired companies that dealt with AR in the past, so it wouldn’t be surprising if they were to eventually integrate it into some of their products in the future.

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