Cook: AR Changes Retail as Important as Branded Portal

Apple CEO Tim Cook has expressed his belief that no industry will remain untouched by the future impact of Augmented Reality (AR). In a recent conversation with *Vogue*, he highlighted how AR is set to revolutionize various aspects of daily life, from fashion shows to online shopping. "Imagine an AR app where you can view a model from every angle—not just the front," Cook said. He emphasized that this kind of immersive experience will be especially crucial for reaching broader audiences, including those watching TV programs in Taiwan. The concept of AR is already taking shape through apps like *IKEA Place*, which allows users to visualize furniture in their own homes using augmented reality. This app, built on Apple’s ARKit platform, lets users see full-scale models of sofas, chairs, coffee tables, and more, helping them make better purchasing decisions before buying. Another example is the beauty app demo, where users can try out different lip colors and makeup looks virtually. These applications are still in their early stages, but Cook believes that for major brands, AR experiences will soon become as essential as having a website. As shown in one ARKit demo, a user can experiment with various makeup effects and choose their favorite in real time. Despite these advancements, Cook also mentioned that current AR glasses technology is not yet up to par. This suggests that Apple’s long-rumored smart glasses may not be released anytime soon. However, the company continues to invest heavily in AR, aiming to create a seamless and intuitive "point-and-buy" experience in the near future. As AR technology evolves, it's clear that Apple sees it as a transformative force across multiple industries. Whether it's shopping, entertainment, or personal grooming, the integration of AR into everyday life is becoming increasingly inevitable.

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