He explains "I don't think there is any sector or industry that will be untouched by AR".
Fashion shows are particularly ripe for AR intervention, he said: "If you think about a runway show in the fashion world, that's a great application of AR because some of these, you want to see the dress all the way around, you do not want to just see the front".
Cook sees the slow start for ARKit (Ikea, measuring apps, a handful of AR games) as a repeat of how the App Store launched and grew.
By putting it on iPhone, Apple was able to "instantly overnight become the largest AR platform", Cook says.
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Cook's full interview, which focuses mostly on Apple's ARKit framework and the potential for augmented reality to change the way we interact with the world, is well worth checking out and can be read in its entirety over here. "It goes to what Apple is about - the integration of those two things, with the App Store on the server side".
The CEO also compared AR to how Apple pioneered the technology behind the iPhone's multi-touch touchscreen display. Apple isn't building the database that would specifically enable that feature, but Cook thinks its ARKit tools are needed to make it possible for developers. As we've seen over the years, Apple has no problem pouring hundreds of millions, if not billions of dollars into research initiatives that never result in a final product.
One other area where Apple, AR and fashion might intersect? "We don't have a plan to collect all of these objects, but I know companies who are working on that for their products", Cook said. "That will be a part of the shopping experience of the future, it absolutely will". We saw that a few years ago with Apple's mythical HDTV and, more recently, with Apple's auto initiative, otherwise known as Project Titan. But the bloggers will have to wait a little longer. Still, don't pay attention to those various rumours that companies have smart glasses on the way - particularly not where Apple is involved.
The Apple CEO said the technology to integrate AR on a pair of smart glasses doesn't exist yet and that kind of tech today wouldn't be implemented "in a quality way". He said, "Good artists copy, great artists steal' - and we have always been shameless about stealing great ideas". "But now anything you would se on the market any time soon would not be something any of us would be satisfied with".