Tim Cook today told investors that Apple is continuing to invest in augmented reality, and that the company is "high on AR in the long run." Cook's comments came
after he was questioned about Pokémon Go, the hit augmented reality game developed by Niantic Labs, Nintendo, and The Pokémon Company. Cook, who continually referred
to "Pokémon" as "Pokemans," said Pokémon Go is a "testament to what happens to innovative apps," giving the
App Store credit for empowering developers to "press a
button" and "offer a product around the world." He went on to say that augmented reality offers a great commercial opportunity and great opportunities for consumers.
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