--- title: "The CEO of Apple Thinks People Will Use Augmented Reality for Something Absolutely Hilarious" description: "Apple CEO Tim Cook revealed that the tech company's upcoming augmented reality glasses could become a surprisingly intrusive part of every day life." date: "2021-04-05" modified: "2021-04-05" authors: - name: "Victor Tangermann" job_title: "Senior Editor" link: "https://futurism.com/authors/victor" url: "https://futurism.com/ceo-apple-augmented-reality-hilarious" categories: - "Future Society" - "Virtual Reality" tags: - "apple" - "AR glasses" - "augmented reality" - "microsoft" --- # The CEO of Apple Thinks People Will Use Augmented Reality for Something Absolutely Hilarious ![Apple CEO Tim Cook revealed that the tech company's upcoming augmented reality glasses could become a surprisingly intrusive part of every day life.]() *\Image: Futurism\* During a chat with Kara Swisher for [*The New York Times*]() today, Apple CEO Tim Cook sang the praises of the company's upcoming augmented reality glasses. Basically, he suggested that AR is going to turn regular conversations into Powerpoint presentations — complete with "graphs" that'll pop up while you're talking to illustrate the point you're trying to make. "Well, I can’t talk about anything that may or may not be in the pipeline," he said. "But in terms of AR, the promise of AR is that you and I are having a great conversation right now." "Arguably, it could even be better if we were able to augment our discussion with charts or other things to appear," Cook said. "And your audience would also benefit from this, too, I think." Having fun yet? It's not the sexiest vision of the future. Given the immense promise of AR, it's surprising to hear the CEO of the biggest tech company in the world jump to something so banal. Whatever happened to playing Pokemon Go [without ever having to glance down at your phone]()? What about [Google Maps directions]()? Heck, what about sex? To Cook, AR is here to stay and is already showing great promise in fields like health, education, retail and gaming. Cook also agreed when Swisher asked him if he thinks AR is a "critically important part of Apple's future." According to the [latest leaks](), Apple's mixed reality headsets could represent a significant technological leap forward. The device is [rumored to be]() extremely lightweight, weighing even less than an iPhone 12 while still providing a degree of immersion thanks to cutting-edge optics. But selling such a technology to the masses will likely require more than a promise to insert "charts" into conversations with other people. Augmented reality headsets haven't hit the mainstream yet, with developer-focused devices such as Microsoft's HoloLens 2 costing as much as $3,500. Apple's upcoming headset may feature nearly as hefty a price tag, costing [as much as $3,000]() if the rumors are to be believed. The company is setting itself up for an uphill battle: the adoption of mixed reality headsets will heavily depend on not only proving to consumers that the tech is mature, but also that it has a reason to exist. **READ MORE:** [Tim Cook says Apple wants to use AR to make conversations better]() \[*The Verge*\] **More on the headset:** *[New Details Leak About Apple's Virtual Reality Headset]()* ## Author I've been at Futurism since 2017, where my role has evolved to encompass design, writing, and increasingly editing. I've always been fascinated by space exploration and advanced transportation, which I've leaned into by interviewing luminaries in those fields while closely following the dimensions of policy and regulation that allow next-generation projects to succeed -- or, sometimes, to fail. I'm also keenly interested in the effects of generative AI on society, policies, and democratic institutions, as well as clean energy, physics and biology, and the vagaries of tech leadership. My work for Futurism has been cited by publications including Ars Technica, Gizmodo, PC Magazine, Jalopnik, Fox News, and the New York Post. I spent my childhood living in locations including Manila, the Philippines, and Geneva, Switzerland, attended McGill University, and now live in Toronto, Canada. Before Futurism I worked at AskMen and a small photography studio. In my free time, I'm an avid gardener, foodie, and craft beer lover, as well as a maker of artisanal hot pepper sauces. I have a magnificent dog named Freida. ### Author social links [Bluesky]()