In a move that highlights his deep belief in the power of augmented reality (AR), Apple CEO Tim Cook has reportedly set his sights on one major goal—creating the world’s first truly smart glasses before his fierce competitor Mark Zuckerberg and Meta can beat him to the punch. The rivalry between the tech giants is intensifying, as both companies battle to dominate the rapidly growing AR and VR markets.
Tim Cook’s Obsession with Augmented Reality
Cook has long been an advocate of augmented reality, the cutting-edge technology that powers Apple’s Vision Pro headset, which is designed to deliver immersive virtual and augmented reality experiences. Despite the mixed reception and slow adoption of the Vision Pro, with production reportedly halting in January due to low demand, Cook remains focused on the potential of AR and its future impact on everyday life.
According to Bloomberg’s Mark Gurman, a renowned Apple insider, Tim Cook is “hell-bent” on bringing AR to the masses, particularly through a pair of smart glasses that could surpass the capabilities of anything Meta has in development. “It’s the only thing he’s really spending his time on from a product development standpoint,” a source told Gurman. This intense dedication to AR signals how much Cook believes in the transformative power of the technology.
A New Era for Vision Pro and AR Technology
In February 2024, Apple officially released the Vision Pro, which offers both virtual and augmented reality capabilities. The device allows users to interact with virtual and digital elements within their real environment, as well as enjoy complete immersion in virtual worlds. While this device has seen a lukewarm reception, with its hefty $3,500 price tag and limited appeal, it remains an important piece of Apple’s AR future.
However, as much as the Vision Pro represents the future of AR, Cook’s real ambition is still aimed at smaller, wearable devices. Meta, led by Mark Zuckerberg, has already made significant strides in the field, having acquired Oculus VR back in 2014 and developed its own set of AR glasses with Ray-Ban in 2021. The competition is fierce, and it’s clear that both companies are determined to push the boundaries of technology to create a lightweight, truly smart pair of glasses.
Meta’s AR Vision: A Rivalry in the Making
Meta, on the other hand, has a longer history in the AR and VR space. The company has long focused on creating devices that are not only powerful but also agnostic, meaning Meta’s AR and VR software could work on a variety of devices, not just Meta’s own hardware. Mark Zuckerberg envisions the “metaverse” as the next evolution of the internet, where users can move between virtual platforms for work, play, and socializing.
Zuckerberg’s push for the metaverse has raised both excitement and concern in the tech world, particularly given the financial investments Meta has poured into the project. While Zuckerberg has criticized the Vision Pro and highlighted the advantages of Meta’s lighter, more affordable Quest 3, it’s clear that both companies are locked in a fierce battle to dominate the future of augmented and virtual reality.
Cook’s Longstanding Faith in Augmented Reality
Tim Cook’s belief in the future of AR goes back more than a decade. He has been vocal about the potential of augmented reality since 2016, long before it became a buzzword in the tech world. During an earnings call that year, Cook said, “We are high on AR for the long run,” citing the success of Pokémon Go, the mobile game that relied heavily on AR technology.
In 2017, speaking at the University of Oxford, Cook further emphasized his vision for AR’s future, predicting that it would become an essential part of daily life. “I can see uses for it in education, in consumers, in entertainment, in sports. I can see it in every business that I know anything about,” he said. These statements reflect Cook’s deep conviction that AR will revolutionize how we interact with technology and the world around us.
Vision Pro: The Legacy of Tim Cook’s Leadership
Despite his success in making Apple the most profitable company in the world, Cook’s leadership is often defined by one of the few original hardware products to come under his watch—Vision Pro. As the first major new product to launch under his leadership, the Vision Pro holds a unique place in Apple’s history, much like the iPhone did during Steve Jobs’ tenure. However, while Jobs was renowned for being the visionary behind Apple’s biggest breakthroughs, Cook has focused on refining and expanding Apple’s existing products while carving out new territory with AR.
The Vision Pro may not yet be the hit Apple was hoping for, but Cook’s long-term vision for AR remains clear: a pair of smart glasses that will eventually change the way we interact with the world. The competition with Meta and Zuckerberg, however, remains fierce, and it’s a race that both CEOs are determined to win.
