Defying the skeptics, Tim Cook, as CEO of Apple, reshaped the company and made it the most valuable in the world according to his own strategy. In a new interview with GQ, Cook explained why the company is interested Mixed reality glasses And what is the reason that will prompt the user to buy it, especially since the new Apple glasses will be unveiled during its annual conference for developers from 5 to 9 June 2023.


mixed reality glasses

Apple, which is always famous for its secrecy about its new products, has been silent for the past period and Tim Cook has not confirmed or denied anything about mixed reality glasses, however, the interview witnessed Cook's admission of doubts about smart glasses in general, as he mentioned earlier that people They don't want to wear those glasses and that's why he was sure it would fail (which has happened so far), but now he indicated that his thinking had evolved and he now believes that Apple is able to launch an innovative product in the field of virtual and augmented reality.

and sees Tim Cook Apple plans to enter the AR / VR market in a big way with a focus on providing a unique mixed reality experience that goes beyond what competitors such as Google and Meta (formerly Facebook) have produced so far. While details about mixed reality glasses are still scarce, it is clear that Apple intends to impress us, as Cook's statements reflect his confidence in the company's ability to do so.


Google and Facebook glasses

Regarding Google Glass, Tim Cook stated that Apple had always believed that smart glasses were not a wise move because they were intrusive and people would not want to wear them. That is why there was a widespread belief from Apple that Google Glass would fail, and this is what happened. And when Apple CEO was asked if the lack of success of Google Glass and Facebook would make him reluctant to enter this new market, Cook explained that Apple is looking forward to making a significant contribution and owning the core technology when entering this market. Because that is how innovation happens. He stressed that Apple is not interested in advertising its product by assembling parts of someone else's technology.

Tim Cook said that the Apple glasses will attract users to buy them because they will work on the ability to overlay the real world with elements in the digital world and enhance communication, interaction and creativity. He suggested that measuring physical objects and placing digital art on physical walls is just the beginning of the possibilities of augmented reality, noting that Apple's mixed reality glasses will enable people to achieve things they have not been able to do before and will offer something beyond what is currently available. .

 According to analyst Ming-Chi Kuo, Apple, technology companies and the world at large suffer from a slow recession and inflation, so the iPhone maker is somewhat concerned about sales of its new glasses after launch. However, Bloomberg notes that Apple expects to sell about one million units of mixed reality glasses in first year.

Finally, Tim Cook's admission that he was initially wrong about Mixed Reality products and his change of thinking seems to indicate that Apple is not afraid to take risks and push boundaries, and we should not forget that the company has a proven track record of success in areas that others have questioned. As such, it is likely that the upcoming mixed reality glasses will be one of Apple's revolutionary products, and we will see in the coming period how the company will deal with the virtual and augmented reality device market, what kind of experience it will provide to users, and how it will surpass competitors and dominate its glasses in the new market.

Are you excited about the approaching announcement of Apple's glasses? Tell us in the comments

Source:

gq

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