Over the past year, Apple has constantly indicated a serious interest in augmented reality (AR) over virtual reality. In October, CEO Tim Cook told BuzzFeed that AR is “profound” and has a higher potential than virtual reality. This has followed a string of comments praising AR, such as one which said that AR could become an even more important and ubiquitous part of our lives than our mobile devices are today.
But according to a Bloomberg report, Apple is making it clear that this is not some fanciful whim but a serious investment. The report states that “Apple has built a team combining the strengths of its hardware and software veterans with the expertise of talented outsiders” and is looking at building devices which could compliment or even surpass the iPhone. These efforts include acquiring engineers and firms with AR expertise from different companies. And while Apple is making the biggest push, other tech companies like Facebook and Alphabet are exploring this technology as well.