"I think it's going to be hard for other folks".
The problem is that, "The field of view, the quality of the display itself, it's not there yet", said Cook in his recent interview, stating that, "The company wouldn't embark on such a release if it couldn't uphold that quality".
Because handsets as far back as the iPhone 6S are supported, smartly designed AR apps based on ARKit will find a large and mature market of consumers. Even as many developers are creating AR apps for ARKit on iPhones or for Google's ARCore platform, others are focused on platforms like Microsoft's Hololens and Windows Mixed Reality platform, which have some capabilities the iPhones don't. Despite initial skepticism, the Apple App Store took off and mobile apps became the cornerstone of the iOS ecosystem. But none have been advanced enough to compare to the experience of trying on a attractive matte foundation or tricky pair of pants in store. But when asked about a possible AR smart glasses which would take advantage of the ARKit, Cook was not very forthcoming. "If you think about companies that offer a fair number of shoes, and [if a customer] sees a shoe and goes I want that one, you just want to point and [buy]".
The leader of the world's most valuable company told The Independent that the technologies required to develop smart glasses aren't yet good enough. "There are rumors and gossip about companies working on that, and we obviously don't talk about what we work on".
Speaking to The Independent in a wide-ranging interview during his European tour this week, Cook said that "the technology itself doesn't exist" to create augmented reality glasses that would work "in a quality way".
Apple has the scale to stay ahead of its competition in both the short term and the long term.
"Anything you would see on the market any time soon would not be something any of us would be satisfied with", he said.