The metaverse is a digital environment in which to dwell and companies are loving it. Now Tim Cook is also responding to its potential. The big question now, of course, is whether Apple will do anything with this new environment. In fact, if rumors are to be believed, the company is working on its own AR/VR glasses.
The future lies in the metaverse. That’s a message we’ve been hearing more often in recent months from mostly American companies. The company behind Facebook even believes in it so strongly that it changed its name to Meta. But what about other companies, like Apple? Tim Cook is now speaking out.
Tim Cook on the metaverse
During the discussion of the quarterly results, Tim Cook let it be known that he is very interested in this development. Cook also mentions that the company is already doing a lot with augmented reality. “We are a company that deals in innovation,” is part of the vague answer the CEO often gives to questions on this topic.
Cook with the iPhone 13 (Image: Apple)
This time Cook added something clear to his answer. Namely, Apple sees “a lot of potential” in the metaverse and will “make investments” where the company sees fit. Of course, this does not officially confirm anything by Apple or Cook, but at least one thing is clear: the company is doing something with the technology.
And what about that headset?
When Cook receives questions on this subject, the Apple boss is very quick to refer to augmented reality apps in the App Store. Those apps you use on your iPad or iPhone and not yet on a headset that may or may not come from the iPhone maker. However, Cook does not mention the existence of the headset.
Despite this, the rumor mill is working overtime when it comes to this AR/VR headset. In fact, it should start appearing sometime between 2023 and 2025, technology and supply chain permitting. The device won’t come cheap either, reportedly going for over $1,000.