If there’s one company that virtual reality (VR) fans are still eager to see work with the technology it has to be Apple. The team behind the ever-popular series of iPhones, iPads and iPods has kept strangely quiet about its thoughts on VR, though, with some job listings hinting that it may well have more to say in the future. This week, however, Apple CEO Tim Cook has offered a very brief comment on his own thoughts on VR, and they suggest that the company certainly isn’t dismissing its huge potential.
Piper Jaffray analyst Gene Munster asked Cook about this thoughts on VR during a company earnings call on 26th January 2016. Munster wanted to know if the CEO saw VR as a niche or something that would be successful in the future. “I don’t think it’s a niche,” Cook replied. “I think it’s really cool and has some interesting applications.” He didn’t make any other comment on the tech, leaving the rumours and speculation about a possible Apple-made VR head-mounted display (HMD) still flying high.
Apple may not have any publically-known plans for VR, then, but its long list of major rivals do. Samsung, perhaps its biggest competitor in the smartphone space, has its Gear VR mobile-based HMD, made in partnership with Oculus Rift creator Oculus VR, while Google – which Apple’s owns iOS operating system (OS) rival in Android – leads the charge for low-end VR with its Google Cardboard DIY set. Will Apple ever have its own VR product to compete with these companies? Or could it target high-end VR and produce something to compete with the Oculus Rift, HTC Vive and PlayStation VR?
Stay tuned to VRFocus for the latest on Apple’s potential work in VR and update from all other companies.