Apple smart glasses: Tim Cook says AR tech not ready

France's public sector strike How it will affect you

France's public sector strike How it will affect you

He reportedly went on to say that Apple doesn't "give a rats" about being first to develop technologies, emphasising that the company is more concerned about quality and user experience. He touted that the technology itself does not exist in a quality way.

Macron's office said the two didn't discuss past tax disputes, but Cook accepted that fiscal laws worldwide are shifting toward making companies pay tax where money is actually earned.

Cook's comments come after hardware rival Google stopped selling its own augmented reality glasses, known as Google Glass.

In other words, he loves AR, but only the kind that the iPhone can power. Even as many developers are creating AR apps for ARKit on iPhones or for Google's ARCore platform, others are focused on platforms like Microsoft's Hololens and Windows Mixed Reality platform, which have some capabilities the iPhones don't.

ARKit apps are now available exclusively on the iPhone and iPad, partly due to their portable nature, screens, cameras, sensors and processing power.

Over the past few years, technology startups and brands including Rimmel and Gap have launched apps that invite shoppers to "try on" make-up and clothes virtually. Could that be about to change? Cook adds that he doesn't think "anything will be untouched" by AR as the technology evolves and matures. But Apple does plan to support companies who might embark on such an endeavour, he said. "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]". Still, don't pay attention to those various rumours that companies have smart glasses on the way - particularly not where Apple is involved. "That will be a part of the shopping experience of the future, it absolutely will". But the bloggers will have to wait a little longer. In an interview with The Independent, Cook said that now "the technology itself doesn't exist" to make augmented reality glasses "in a quality way".

"Apple has a history of being late in releasing new technology in order to refine competitors" ideas and products to release its own "better" version. "Anything you would see on the market any time soon would not be something any of us would be satisfied with", Cook explained.

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