Tim Cook spoke yesterday about smart glasses which Apple Lossless Audio CODEC (ALAC), he has them in development at the moment, stating that for now there is no sufficiently advanced technology to launch them. Apple has smart glasses in development, but the existing technology for them is not good enough to offer a user experience that meets the standards imposed by the Apple company, which is to be expected.
Apple puts a lot of emphasis on augmented reality at the moment and has managed to make major progress in this field, but Tim Cook says that there is still a lot to solve. Apart from augmented reality, Tim Cook says that even the screens that Apple should use for smart glasses are not good enough for now, so the company is not willing to launch the product if it is not of good quality.
Apple does not always want to be the first with a product on the market, but Tim Cook says that it wants to have the best product on the market. In this idea, he says that any pair of smart glasses that would appear on the market would disappoint customers and provide an experience inferior to the one they deserve, and here we can discuss Google Goggles or Snapchat Spectacles, which were not successful after release.
Apple is a company that tries to emphasize quality, although it doesn't always succeed, and what Tim Cook is saying now about smart glasses is not really that new.
"But today I can tell you the technology itself doesn't exist to do that in a quality way. The display technology required, as well as putting enough stuff around your face – there's huge challenges with that. We don't give a rat's about being first, we want to be the best, and give people a great experience. But now anything you would see on the market any time soon would not be something any of us would be satisfied with. Nor do I think the vast majority of people would be satisfied."
