- Apple and goal They have been pouring a significant capital in the augmented reality “smart glasses.” A source said Bloomberg According to reports, Tim Cook “cares about nothing more” from the point of view of product development. If you can beat Mark Zuckerberg to a couple of elegant smart glasses that have an impact on the market, he could overcome accusations that he does not have the same style for innovative products as his predecessor, the co -founder of Apple Steve Jobs.
While the iPhone represents approximately 56% of Apple’s income, according to its Quarterly Gains Report Run in January, the company’s CEO, Tim Cook, is hot for augmented reality, the technology that supports the vision pro headphones of $ 3,500 no more popular. (Production in Vision Pro As reported, it stopped in January In the midst of slow demand.)
In fact, according to Mark Gurman from Bloomberg, an Apple reporter for a long time with deep connections within the company, Cook is “committed” in the creation of a couple of truly intelligent glasses before Mark Zuckerberg can Goal. A source with knowledge of the matter told Gurman: “Tim doesn’t care anything else.
“It’s the only thing that really spends its time from the point of view of product development,” said the person.
After years of teasing, Apple finally launched The Vision Pro in February 2024. The headphones offer Virtual and augmented reality experiences: Thanks to a variety of cameras on the device that point out, as well as cameras that track the movements of their eyes inside the glasses, it may seem that there are virtual and digital elements in their real environment with which it can interact (which is augmented reality), but can also enjoy a complete immersion in realistic virtual environments (virtual reality). While it is excellent to watch movies in virtual environments (such as the surface of the moon), it is also a capable work devicesince it can reflect what you are doing on your MAC computer (s).
Meanwhile, goal has been working on VR and AR technologies for quite some time. Facebook acquired Palmer Luckey’s Oculus VR for $ 2 billion in 2014 and launched its first VR headphones of consumption, The oculus crackTwo years later in 2016. Meta began to lay the foundations for AR already in 2017, but their hardware plans really took shape when in 2021 it launched Ray-Ban storiesA couple of smart glasses and incorporated audio. Last year he announced a couple of intelligent glasses of augmented reality called Orion that It flew to several journalistsBut those are still in development.
Zuckerberg previously said that Apple and Meta have a “Very deep philosophical competition“In AR and VR, since the Apple approach implies a close hardware and software integration (as it does with all its devices), while the target vision revolves around an agnostic experience of the device so that its software can live in different types of VR and AR devices, including those not performed by goal. The Meta CEO believes that the” “” “”Metaevalte“It will be the successor of the Mobile Internet, where its virtual avatars can move between platforms for work, game and, of course, socialize. (Meanwhile, investors, I have not been so excited with how much money the goal has been poured into the metal).
Zuckerberg, however, is an important defender of technologies. He notably shared a three -minute review review of Apple on Instagram Shortly after his debut, but, as expected, he criticized the device mainly and used it as an opportunity to announce the target 3 headphones 3, saying that his company’s device is lighter and more cheaper. But the video highlighted the competitive nature between the two companies in this emerging technology. Basically, both Apple and Meta are running to make the factors of their devices smaller and more powerful until they finally achieve a hardware product that looks like a pair of normal glasses, although much more high technology.
Cook has been hot in the potential of augmented reality during most of his mandate in Apple, and has been a vocal defender of technology, in the registry, for approximately a decade. In Quarterly Gains call in July 2016Cook said: “We are very good with AR in the long term”, while we mention the success of Pokémon Go, the The most popular mobile game at that time That depended largely on augmented reality technology.
Later that year while Appearing in Utah Tech TourCook said he predicted that “a significant part of the population of developed countries” has ARI experiences “every day, almost like eating three meals a day, it will become a part of you.”
“Few people here think it is acceptable to be tied to a computer,” he said. “We are all social people from heart. Even introverts are social people,” and adds: “Ar will become really great.”
Over the years, Cook mentioned how he was “incredibly excited by AR” because he could “see uses for it everywhere.”
“I can see uses for this in education, in consumers, entertainment, in sports. I can see it in every business I know,” he said in 2017 Event organized by the University of Oxford.
While Cook has made Apple more successful than the company from the financial point of view, the Vision Pro is one of the few original hardware products launched during its mandate as CEO, so it makes sense that it is one of its only approaches “from the point of view of product development,” as the source of Bloomberg to Gurman said. Steve Jobs, Cook’s predecessor and Apple co -founder, was considered a “visionary”, however, to have a great hand in the design and launch of Apple’s most emblematic products, including the iPod, iPhone, iPad, Mac (desktop and laptop computer configurations, including popular savage Macbook Air) and Make offers to make the iTunes store possible. (Music transmission as an industry may not have passed without it).
Cook was Apple’s operations director: he was considered an operations expert and a Key to make Apple’s supply chain in Asia a profitable company. But when Jobs died in 2011, many questioned Cook’s ability to shape historical products in the same way that the works could. Apple Watch and Airpods have been important successes under cook, but other products such as Homepod or Airtags have not created so much advertising. On the contrary, these products may have generated undesirable advertising. And with Apple, according to reports Cancel your plans for a carThe chef probably feels more pressure for such expensive investment as the vision pro to succeed.
Both Apple and Meta are spending a lot of change in research and development, which is key for these glasses with AR to work small enough to look like an elegant pair of high -tech glasses. Apple allocated $ 31.4 billion to R&D in 2024, an increase of almost 5% compared to the previous year, while Goal assigned a whopping $ 43.9 billion For R&D last year, a jump of 14% since the previous year.
This story was originally presented in Fortune.com
Source link
