Cook: AR Changes Retail as Important as Branded Portal

Apple CEO Tim Cook is convinced that no industry will be left untouched by the rise of Augmented Reality (AR) in the future. In a recent conversation with *Vogue*, he emphasized how AR has the potential to revolutionize everything—from fashion shows to online shopping experiences. “Imagine an AR app where you can view a model from every angle, not just the front,” he said. This kind of immersive experience, he added, will become even more crucial for live events like the Taiwan TV show, as it bridges the gap between virtual and real-world audiences. One of the most notable examples of AR in action is IKEA’s "IKEA Place" app. The application uses Apple's ARKit platform to let users visualize how furniture would look in their own homes. Whether it's a sofa, armchair, footstool, or coffee table, the app offers full-scale 3D models that blend seamlessly into real environments. This level of interactivity is transforming how people shop, making it easier than ever to make informed purchasing decisions without leaving home. Another compelling use case comes from the beauty industry. With AR, users can now try on different lip colors or makeup looks virtually. For instance, a demo video showed a girl experimenting with various shades of lip gloss, instantly seeing how each color looked on her face. This kind of interactive experience not only enhances customer engagement but also reduces the need for physical samples, making the shopping process more efficient and personalized. Despite these exciting developments, Cook acknowledged that current AR applications are still in their early stages. However, he believes that for major brands, the AR experience will soon become as essential as having a website. As AR technology continues to evolve, it’s clear that it’s not just a passing trend—it’s a fundamental shift in how we interact with the digital world. In addition, Cook mentioned that the technology behind AR glasses is still not mature enough for mass adoption. While Apple has been rumored to be working on its own smart glasses, it seems the company is taking a cautious approach. Until the hardware and software reach a higher standard, such devices may not be ready for the mainstream market. Overall, AR is rapidly becoming a key player in shaping the future of retail, entertainment, and daily life. With companies like Apple leading the charge, the possibilities seem endless—and the journey is just beginning.

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