We have rarely seen Tim Cook in in-depth interviews. In this, he admits to being mistaken about the potential of augmented reality.
An interview with GQ revealed a mistake on the part of Tim Cook, who admitted it thanks to Steve Jobs teaching him that it’s better to be willing to admit your own mistakes. This theme focuses on augmented reality and the potential of helmets and glasses.
Tim Cook from a human perspective admitting his mistakes
Many years ago, Tim Cook was asked if he saw the possibility of Apple making its own augmented reality-focused glasses but taking into account Google with its first publicly released glasses. He stated that it wasn’t a smart decision considering that users wouldn’t want to use them. Said it would be a failure for the simple fact of being intrusive and not leave technology in the background.
Concept of ‘Apple Glass’ and its augmented reality system
Picking up from the current interview, they focused on that topic at the time and Tim Cook said his thinking was constantly evolving. “Steve taught me well: never marry your convictions of yesterday.” When something new happens, “if you’re wrong, admit it and move on.” Cook was wrong about the great potential of headphones and/or augmented reality glasses.
How do you know if Apple will enter a market you don’t know?
Tim Cook was clear and summarized with two self-questions if Apple decides to enter a market or not. “¿¿We can make a significant contribution, in a way, in something that others do not do? WhatWe can own the primary technology? Apple CEO always wants to be a tech master for one simple reason, that’s how you can innovate in something.
In other details of the interview, it has been suggested that his company made a mistake entering the augmented reality market. There are skeptics who are over Apple’s next headphones, Tim Cook replied that almost everything they did was skeptical. “If you do something that is borderline, there will always be skeptics.”
Not much else has been said on the subject since the interview was about him personally. The usual topics: his schedule, his routine, the design of Apple Park, SEO support, privacy and the growth of services at Apple, among other personal topics.
Augmented reality demonstration in a model of Apple Park.
Is Apple really looking the wrong way? For now, the devices themselves that support augmented reality environments are showing welcome progress. Whether in terms of video games, everyday applications, Apple has solid foundations to compete. As an example, in the Apple Store they invite the public to take devices to use augmented reality. The competition will always be present, but let’s not forget that the critics will always be there to point out mistakes and failures.
That’s what happened with the iPhone and the Apple Watch, products that were predicted to fail and are now the opposite. Competitors look to Apple to see what they can fit into their brand. The most recent is the Dynamic Island which is already in the domain of Android.
