According to Tim Cook, the potential of AR is considered to be gigantic, as ways to get there are “as simple as the smart-phone” itself

Customers worldwide are waiting to see in which way Apple will manifest its increased AR interest. Fans expect the next generation of AR-powered glasses or even a new iPhone with included AR features.

Recently, Tim Cook has explained the importance of augmented reality in every day life: “AR allows individuals to be present in the world but hopefully allows an improvement on what’s happening presently. Most people don’t want to lock themselves out from the world for a long period of time and today you can’t do that because you get sick from it. With AR you can, not be engrossed in something, but have it be a part of your world, of your conversation. That has resonance.”

According to some sources, Apple is preparing for a AR powered glasses release until the end of 2018.

With giants like Facebook, Samsung and Google similarly interested in the concept, the anticipation of the release moment is quite tense.

“I think AR is that big, it’s huge. I get excited because of the things that could be done that could improve a lot of lives. And be entertaining. I view AR like I view the silicon here in my iPhone, it’s not a product per se, it’s a core technology. But there are things to discover before that technology is good enough for the mainstream. I do think there can be a lot of things that really help people out in daily life, real-life things, that’s why I get so excited about it,” Cook concluded.