Apple's Tim Cook On The Future Of Fashion & Shopping

If I were a French student and I were 10 years old, I think it would be more important to learn coding than English. Unveiled at its annual developers' conference in June, it officially hit the market with the launch of the iPhone and iPad's latest software update, iOS 11, in September. With ARKit, Apple hopes to get more developers onboard to ensure that the AR tech matures fast and a lot of people have access to it.

"The display technology required, as well as putting enough stuff around your face-there's huge challenges with that", he said.

Cook's full interview, which focuses mostly on Apple's ARKit framework and the potential for augmented reality to change the way we interact with the world, is well worth checking out and can be read in its entirety over here.

According to Cook, AR-enabled websites will soon become mandatory, regardless of the industry. But none have been advanced enough to compare to the experience of trying on a lovely matte foundation or tricky pair of pants in store. Cook paid a surprise visit to Eldim, a Normandy-based firm that develops optical technology, used in the facial recognition system inside new top-of-the-line iPhone X smartphones due out next month.

It will also take some time before we'll be able to scan and identify other women's coats on our phones. Still, don't pay attention to those various rumours that companies have smart glasses on the way - particularly not where Apple is involved. You think about all the problems in the world - half of them would be solved with just that! "We don't give a rat's [ass] about being first, we want to be the best, and give people a great experience", he said. But when asked about a possible AR smart glasses which would take advantage of the ARKit, Cook was not very forthcoming.

Speaking to The Independent in a wide-ranging interview during his European tour this week, Cook said that "the technology itself doesn't exist" to create augmented reality glasses that would work "in a quality way".

All that said, it's extremely likely that Apple is in fact researching the feasibility of AR powered glasses, but it may not ever be something Apple ever releases. "Something that you would see out in the market any time soon would not be something that any of us would be satisfied with".



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