During the audio conference for presentation of financial results for Q2 2016, the president of Apple, Tim Cook, confirmed again one of the paths that his company will follow in search of the next revolutionary product and we are of course talking about augmented reality, which is starting to attract the attention of the whole world.
To the analysts' questions about the game's popularity Pokemon GO, Tim Cook stated that Apple is still very interested in launching products based on augmented reality and that important resources are being invested in this direction, but of course no concrete details regarding the company's plans were revealed.
Although Tim Cook knows the game as Pokemans and not Pokemon, he still stated that Pokemon GO is a very clear proof of the fact that augmented reality can be extremely useful when it is used in an innovative way in an application, and Apple is interested in taking advantage of such opportunities in the future.
Apple is investing a lot in augmented reality
Tim Cook stated that augmented reality can be "grandiose", referring to the evolution of the platform and the size it can reach thanks to its popularity, Pokemon GO being so far the best example of how this system can make a great game, the same this being valid for ordinary applications.
Augmented reality can be great. We have invested and continue to do so in the development of products based on it. We are confident in the benefits that augmented reality will bring us in the long term and we believe that it is a great platform for consumers and a great business opportunity. Our main concern is that our products work well with developers' products, such as Pokemon, and that's why you see so many iPhones looking for Pokemon. It remains to be seen if this will be the next big platform. Regardless of the situation, augmented reality will be "big".
Apart from the numerous patents that have already been registered for the Apple company in terms of augmented reality, or even virtual reality, I found out a few weeks ago that Apple has a secret laboratory with employees in which they develop products based on these technologies.
Tim Cook's statements are meant to increase investors' confidence in Apple in the long term, but it remains to be seen how many people still believe that Apple can bring a revolutionary product to the market.
