• BuzzFeed, Monday, October 17, 2016 10:06 AM

When it comes to virtual and augmented reality, Apple is typically — and inevitably — inscrutable. As several of its biggest competitors, including Google and Microsoft, have shown their hands with augmented reality (AR) or virtual reality (VR) strategies, Apple has mostly kept a poker face. But in an exclusive interview with BuzzFeed News Japan during his visit to Tokyo, Cook clarified Apple’s position a bit, suggesting the company is most interested in AR because it can enhance and amplify human experiences. “There’s no substitute for human contact,” Cook told BuzzFeed News. “And so you want the technology to encourage that.” It’s not the first time Cook has indicated that Apple might favor AR. 

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