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VIRTUAL REALITY (VR) has the Tim Cook seal of approval and has been deemed “cool” by the man who currently puts the shine on officially cool company Apple.
Everyone has gone crazy about the short comment that Cook made during the most recent Apple results call , and taken it to mean that VR is the new thing on the Cupertino campus.
There ain’t much to hang this on, but it is sticking at least for the time being. Cook, in his infinite wisdom, was asked about VR and said: “In terms of VR, I don’t think it’s a niche. It’s really cool and has some interesting applications. ”
That is enough to run with, as Apple sticks its fingers in a wide range of technology pies. The firm may not have gone as far as buying Oculus, the poster boy for this kind of thing, but has made its own moves, including creating a nightmare bus starring pop band U2.
There are other clues to be found lying around. The firm conceded in May last year that it had purchased a company called Metaio that makes a number of SDKs and toolkits that help to create augmented reality apps.
“Apple buys smaller technology companies from time to time, and we generally do not discuss our purpose or plans,” Apple said at the time.
Later that year Apple invested in a Zurich-based real-time motion startup called Faceshift whose technology was used in the latest Star Wars film. Again Apple provided the same statement as confirmation. And again we were left to speculate on its plans.
Let’s assume that the company is making its way deeper and deeper into virtual technology. This could mean a hologram of Steve Jobs showing up at Apple events, or it could lead to something more productive. Time will tell. µ