On August 2, following Apple's third-quarter fiscal 2017 earnings call, CEO Tim Cook addressed questions regarding the future of ARKit, Apple's augmented reality platform. During the call, he expressed his excitement about the potential of AR technology, particularly how developers could leverage it. Cook emphasized his belief that this new frontier would lead to innovative applications across various fields once iOS 11 rolled out later this year.
Cook highlighted several impressive demonstrations he had witnessed, ranging from gaming and entertainment to practical uses like furniture arrangement and measurement tools. He remarked, "The potential of AR and what ARKit has achieved excites me deeply. It’s not just limited to entertainment or gaming—it spans numerous categories online."
He further elaborated on his vision for diverse applications of AR technology, including solutions tailored for small businesses, consumers, and enterprises. Although he acknowledged that corporate adoption might take time, Cook remained optimistic about the long-term impact of AR. "I truly believe AR is both significant and transformative," he stated. "It’s one of those groundbreaking technologies that inspire awe right from its inception. I foresee customers embracing it in countless ways, which will undoubtedly satisfy developers as well."
In a separate interview with CNBC post the earnings call, Cook discussed the increasing importance of smartphones in daily life. He predicted that iPhones would continue to grow in significance, even surpassing certain existing features like AR. "Smartphones are increasingly central to our existence," he noted. "And as AR evolves, its relevance will only amplify. While this may seem hard to grasp now, I am confident about its trajectory."
With the release of iOS 11 this fall, Apple plans to establish itself as the largest AR platform globally. Given the massive user base of iPhones and iPads, coupled with the surge in ARKit-based app development, Cook anticipates a flood of new content arriving this season. This initiative underscores Apple's commitment to pushing boundaries in mobile innovation while ensuring that developers have robust tools to create immersive experiences for their audiences.
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