"Apple is going to try to put its spin on it, and then lead others to water," Creative Strategies analyst Carolina Milanesi said of products for augmented or virtual reality (AR/VR). "I'm not interested in putting together pieces of somebody else's stuff," he told GQ, saying that the release of the iPhone and Apple Watch both had their serious detractors.Ĭook did not confirm plans for Apple eyewear, instead focusing more broadly on the promise of VR or augmented reality and defending the time it would take to release a product to market. Apple fans are watching to see whether the iPhone-maker puts a culture-changing spin on virtual reality, even as rivals slow their march toward the metaverse.Īll eyes are on whether Apple will commit to releasing long-rumored VR or augmented reality (AR) "goggles" at its annual Worldwide Developers Conference in June, with programmers and software companies eager to get a jump start on providing content.Īpple chief Tim Cook fueled the speculation this week in a GQ interview, saying AR is "exciting" and that the company has a history of going its own way with innovations, even amid doubts and criticism.
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