Apple works on Augmented Reality CEO Tim Cook says
Apple works on Augmented Reality. image credit: IB Times

Framed in Apple’s official fiscal quarter conference on Tuesday, July 26, CEO Tim Cook announced that the tech company is investing in augmented reality.

Following an increasing number of rumors about Apple’s latest projects, the California-based giant has now confirmed the company’s intentions to invest in AR research and possibly supporting related products.

Cook’s remarks after an analyst questioned him about augmented reality were not shy. He stated that the technology “will be massive” and that the firm has been investing “a lot in this.”

Apple’s policies of extreme secrecy and evasion are already well known, a tradition started by the late Steve Jobs and honored by his now successor Tim Cook in all of the company’s latest projects.

Pokémon Go might be one of the reasons behind Apple’s AR project

Everybody knows that the recently launched mobile game ‘Pokémon Go’ has significantly influenced the current talks about augmented reality.

The app comes developed by Niantic, Inc., a Google subsidiary which gained notoriety back in 2012 for the development and release of its first mobile AR game, ‘Ingress’. Based on the data gathered by ‘Ingress’ players, the San Francisco-based software developer teamed up with The Pokémon Company and Nintendo to bring Pikachu and friends to the real world.

An instant phenomenon, the ‘Pokémon Go’ craze has broken download records in both the Apple App Store and the Google Play Store.

Furthermore, “trainers” have engaged in the game enough to match or surpass social network active users in platforms like Twitter, Tinder, and Snapchat.

As the app continues to sweep records across the U.S. and the world, developers and tech companies alike, are turning their heads to the booming success of the Japanese franchise’s latest venture.

Apple celebrates a billion iPhones sold around the world

Further details about the investment are unknown, so it remains to be seen if the 40-year old company will develop a headset of their own or if they will limit themselves to supporting the technology.

Tim Cook’s statement represents the latest news in Apple’s ever-increasing line of products, as the organization continues to expand and refresh its flagship devices.

Recent rumors hinted the Apple Car project was finally stepping on the gas pedal, as Bob Mansfield reportedly came back from retirement to lead the ambitious venture. Further talks included the apparent confirmation of the long-awaited September official event, in which the company is expected to reveal and launch the latest generation of iPhones and iPads.

Apple also announced on Tuesday that their quarterly earnings closed with declining levels after a significant drop in revenue compared to last year’s numbers. However, the California giant also announced a huge milestone achieved this quarter: one billion iPhones sold since the original iPhone launched nearly ten years ago.

Source: The Guardian

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