• apple And Meta A large capital was poured into the reinforced “smart glasses”. One source said Bloomberg Tim Cook is said to be “concerned with anything else” from the point of view of developing the product. If Mark Zuckerberg can overcome a pair of elegant smart glasses that affect the market, he may overcome accusations that the same leading products such as his predecessor, the founder of Apple Steve Jobs, may overcome.

While iPhone accounts for about 56 % of Apple’s revenues, according to what it said Spot profit report It was released in January, Tim Cook, CEO of the company, hot for augmented reality, a technology that supports professional vision headphones that are not occupied by $ 3500. (Production on professional vision According to what was stalled in January Amid slow demand.)

In fact, according to BloombergMark Gourman, Apple correspondent for a long time with deep contacts within the company, Cook “hell girl” to create a pair of smart glasses really before Mark Zuckerberg It is possible in Dead. “Tim is interested in anything else,” said a source with the knowledge of the matter.

The person said: “It is the only thing he really spends his time from the point of view of developing the product.”

After years of trembling, Apple recently released The Vision Pro in February 2024. Headphones are offered Both virtual and enhanced reality experiences: Thanks to a group of cameras on the device that refers out to the outside, as well as the cameras that follow your eye movements inside protective glasses, they can appear as if the virtual and digital elements are present in your true environment that you can interact with (this augmented reality), but you can also enjoy indulgence in realistic virtual environments (virtual reality). While it’s great to watch movies in virtual environments (like moon surface), they are also a A capable work deviceBecause it can reflect what you do on your Mac computer (computers).

At the same time, Meta is working on VR and AR technologies for a long time. Palmer Luckey’s Oculus VR For two billion dollars in 2014, it issued the first VR headphones, Oculus riftTwo years later in 2016. Ray Ban StoriesA pair of smart glasses with cameras and sound integrated. Last year, a pair of reinforced smart glasses called “Orion” revealed Many journalists blew upBut that is still under development.

Zuckerberg said previously Apple and Meta.Very deep and philosophical competition“In AR and VR, since the Apple approach includes narrow integration of devices and software (as with all its devices), while Meta’s vision revolves around a gas experience so that its program can live on different types of VR and AR devices, including those who do not make it.Metaavresse“The Internet of the Internet will be a mobile phone, as the virtual avatar image can move between work and play platforms, and of course social media (investors, and at the same time, I was not overwhelming happiness With the amount of money that flows dead in metal.)

Zuckerberg, however, is a major supporter of techniques. he Miscellaneous three -minute review of Apple’s Vision Pro on Instagram Shortly after it appeared for the first time, but, as you might expect, mostly criticized the device and used it as an opportunity to announce the Meta’s Quest 3 headphone, saying that its company is lighter and cheaper. But the video highlighted the competitive nature between the two companies in this emerging technology. Basically, both Apple and Meta are competing to make their devices the shape of their devices smaller and more powerful to finally achieve a producer of devices that resemble an ordinary pair of glasses, albeit more technical.

Cook was hot on the potential of the augmented reality of most of his mandate at Apple – and was a technology defender, in the record, almost a decade. in The quarterly profit call in July 2016“We are on a long -term higher level,” Cook said, while we mention the success of Pokemon Joe, Heat mobile phone game at that time Which relied heavily on augmented reality technology.

Later that year It appears on the Utah Technology TourCook said he expected a “large part of the population in developed countries” to have almost “AR experiments” every day, such as eating three meals a day, which will become part of you.

“Few people here believe it is acceptable to be linked to a computer,” he said. “We are all social people in the heart. Even the introverted people are social people,” adding, “It will become a really big AR.”

Over the years, Cook mentioned how he was “incredibly excited by AR” because “he could see its uses everywhere.”

He said in 2017: “I can see its uses in education and consumers, in entertainment, in sports. I can see it in every work I know,” he said in 2017. The event hosted by Oxford University.

Although Cook has made Apple more successful than the company that was absolutely financially, Vision Pro is one of the few original devices products that were launched during his term as CEO, so it makes sense to be one of his focus “from the point of view of the product development”, as BloombergThe source of Gorman said. Steve Jobs, the ancestor of Cook and the founder of Apple, was considered “insight”, however, has a large hand in the design and launch of the most famous Apple products including iPod, iPhone, iPad and Mac (desktop and laptop formations, including famous MacBook Air) and Complete deals to make the iTunes store possible. (The flow of music as an industry may not have been passed without.)

Cook was like Apple’s operations under jobs: He was considered an expert in operations and The key to making the Apple supply chain in Asia is a profitable institution. But when Jobs died in 2011, many questioned Cook’s ability to form historical products in the same way as jobs can work. Apple Watch and Airpods have achieved great successes under Cook, but other products like HomePod or Artags have not created a lot of noise. On the contrary, these products may have been born unwanted Propaganda. And according to what is said with Apple Cancel its plans for the carCook is likely to feel more pressure for such The costly investment As a professional vision of success.

Apple and Meta spend a large part of the change in research and development, which is essential to obtaining these AR glasses small enough to look like an elegant pair of high -tech glasses. Apple has allocated $ 31.4 billion To Research and Development in 2024, at a rate of approximately 5 % for the previous year, while Meta allocated $ 43.9 billion To research and development last year, a 14 % jump from the previous year.

This story was originally shown on Fortune.com

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2025-04-14 16:10:00