🍎 Tim Cook: "Stay tuned"

Tim Cook's latest appearance on China Daily (state-run media) teases AR developments.

• Tim was asked what he believed it would take for AR technology to become popular in the consumer world.

  • Tim responded that he's proud of the current work developers have done with ARKit and the 14,000+ ARKit apps in the app store.

  • He also added "I couldn't be more excited about the opportunities we've seen in this space, and sort of stay tuned and you'll see what we have to offer."

Why it matters: We all know that AR/VR is Apple's future. The job hirings, developments in surround sound, and endless leaks all point to AR. However, this interview is a direct admission that something BIG is coming VERY SOON.

Between the lines: Apple can't stop teasing augmented reality.

• Also, these details being teased on one of China's biggest media networks is a sign that Apple's future in AR will be of equal importance in the East as it will be in the West.

  • China is hungry for AR and the companies popping up are set to challenge Apple's future control of the market.

  • For example, Nreal is one of a few companies in the world that is actively selling AR glasses that can rival Meta's Raybans.

The big picture: Apple is working on something in AR; it's likely going to be the teased headset.

Bonus: AR at WWDC

While Apple did not reveal a headset at WWDC, the theme of AR/VR was in the air; especially in presentations for developers.

Between the lines:

• ARKit6 is giving creators the ability to create AR experiences that are rendered in 4k HDR.

• RoomPlan: Developers can use the LiDAR Scanner on iPhone and iPad to create a 3D floor plan for a room, with dimensions and type of furniture included.

  • This has huge implication for AR/VR; no need to bump into furniture or accidentally punch your children.

Why it matters: The parts and pieces approach to innovation that Apple is deploying here is great for testing features and how popular they might be. The best example of this is spatial audio with the latest airpods; people love it.

The big picture: AR is coming for the biggest company in the world.