Apple is keeping its cards close, and that’s certainly true for its focus on the meta universe. The company hasn’t said much about its future plans, but now Apple CEO Tim Cook has shared his thoughts on the metaverse and what he thinks about the technology.

In an interview this week, Cook was asked about his thoughts on living in virtual reality, which is another way to look at the metaverse. He also explained that ordinary consumers still don’t know what the metaverse is.

“I always think it’s important that people understand what it is. And I’m really not sure the average person can tell you what the metaverse is,” Bright News quoted Cook as saying. In a way, Cook is right, because this is just an extension and marketing push for VR with a wider scope of work.

He also noted that people will enjoy the experience of virtual life, but it is unlikely that they will live it for the rest of their lives. “It’s something you can really immerse yourself in. And it can be put to good use. But I don’t think you want to live like that all your life,” he added.

However, it looks like Apple has a more positive view of augmented reality (AR), which probably explains its intended focus on the mixed reality ecosystem with the release of its rumored headset next year.

“Imagine suddenly being able to teach with augmented reality and demonstrate things that way. Or from a medical point of view and so on. Like I said, we’re really going to look back and think about how we once lived without AR,” Cook noted.

Augmented reality is already part of Apple’s ecosystem with the ARKit platform, which allows developers to create applications for various augmented reality solutions, including games. Google is another giant that has enabled AR, while Meta continues to wade into the meta universe with its slow decline in the social media arena.

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