Tim Cook ‘cares about nothing else’ product-wise other than beating Mark Zuckerberg to a pair of truly smart glasses

• Apple and Meta Large capital was actually poured “smart glasses”. One source said Bloomberg Tim Cook is said to be “concerned with anything else” from the point of view of developing the product. If Mark Zuckerberg can overcome a pair of elegant smart glasses that affect the market, he may overcome accusations that the same leading products such as his predecessor, the founder of Apple Steve Jobs, may overcome.

While iPhone accounts for about 56 % of Apple revenues, according to the separation profit report issued in January, the CEO of Tim Cook is hot for augmented reality, technology that supports Vision Pro head of $ 3500. (It was reported that production on Vision Pro stopped in January amid slow demand.)

In fact, according to Mark Gorkman of Bloomberg, Apple correspondent for a long time with deep contacts within the company, Cook is “Hell-Bent” to really create a pair of smart glasses before META MERK Zuckerberg from Meta. A source with the knowledge of the matter said, “Tim is interested in anything else.

The person said: “It is the only thing he really spends his time from the point of view of developing the product.”

After years of thickening, Apple recently released The Vision Pro in February 2024. The headphone provides both virtual and augmented reality experiences: Thanks to a group of cameras on the device that refers to the outside, as well as cameras that follow your eyes movements inside the glasses, they can appear as if there were virtual elements in your real environment that you can benefit from (this reality, but you can also educate in the environment, but you You can also educate in education.

At the same time, Meta is working on VR and AR technologies for a long time. Facebook has acquired Oculus VR of Palmer Luckey for two billion dollars in 2014 and issued the first VR headphones, The Oculus Rift, two years later in 2016. META began to set the foundation of AR experiences early in 2017, but its plans in the devices in 2021 released Ray-Ban stories, which is a pair of cameras with cameras with cameras And investigation. Last year, a pair of smart glasses of augmented reality called Orion that blew up many journalists away, but these are still under development.

Zuckerberg previously said that Apple and Meta have a “very deep and philosophical competition” in AR and VR, since the Apple approach involves narrow integration of devices and programs (as is the case with all its devices), while the Meta vision revolves around the just device experience so that its programs can live on different types of VR and AR devices, including those that Meta creates. Meta CEO believes that “Metaverse” will be a successor to the Internet, as the default Avatar can move between work and play platforms, and of course social media. (Meanwhile, the investors were not happy with the amount of money in which Meta flows in Metaverse.)

Zuckerberg, however, is a major supporter of techniques. A three -minute review of the Apple’s Vision Pro on Instagram was shown shortly after its appearance, but as you might expect, mostly criticized the device and used it as an opportunity to announce the Meta’s Quest 3 headphone, saying that its company is lighter and cheaper. But the video highlighted the competitive nature between the two companies in this emerging technology. Basically, both Apple and Meta are competing to make their devices the shape of their devices smaller and more powerful to finally achieve a producer of devices that resemble an ordinary pair of glasses, albeit more technical.

Cook was hot on the potential of the augmented reality of most of his mandate at Apple – and was a technology defender, in the record, almost a decade. In a quarterly profit call in July 2016, Cook said, “We are the AR in the long run,” with the success of Pokémon Go, the best mobile game of that time that relied heavily on augmented reality technology.

Later that year while appearing on the Utah Technology Tour, Cook said he expected a “large part of the developed countries” to have AR experiences “every day, such as eating three meals a day, will become part of you.”

“Few people here believe it is acceptable to be linked to a computer,” he said. “We are all social people in the heart. Even the introverted people are social people,” adding, “will become a really big AR.”

Over the years, Cook mentioned how he was “incredibly excited by AR” because “he could see its uses everywhere.”

“I can see its uses in education and consumers, in entertainment, in sport. I can see it in every work I know anything,” he said at the 2017 event hosted by Oxford University.

Although Cook made Apple more successful than the company that was absolutely financially, Vision Pro is one of the few original original devices that was launched during his term as CEO, so it makes sense to be one of his only focus “from the point of view of the product development,” as the source of Bloomberg Gorkman told. Steve Jobs, the ancestor of Cook and the founder of Apple, was considered “insight”, however, has a large hand in the design and launch of the most famous Apple products including iPod, iPhone, iPad and Mac (desktop and laptop formations, including the famous MacBook Air), and reaching the possible store. (The flow of music as an industry may not have been passed without.)

Apple Coo Cok Coo was considered an expert in operations and a key to make the Apple supply chain in Asia a profitable institution. But when Jobs died in 2011, many questioned Cook’s ability to form historical products in the same way as jobs can work. Apple Watch and Airpods have achieved great successes under Cook, but other products like HomePod or Artags have not created a lot of noise. On the contrary, these products may have been born unwanted propaganda. Noting that Apple has canceled its plans for a car, Cook is likely to feel more pressure for costly investment like Vision Pro to succeed.

Apple and Meta spend a large part of the change in research and development, which is essential to obtaining these AR glasses small enough to look like an elegant pair of high -tech glasses. Apple has allocated $ 31.4 billion to research and development in 2024, an increase of approximately 5 % over the previous year, while Meta allocated a large amount of $ 43.9 billion to R&D last year, by 14 % from the previous year.

This story was originally shown on Fortune.com

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2025-04-14 16:10:00