Earlier this week, it was reported that Apple was experiencing a very notable decline in iPhone sales. Since the handheld's sale makes up a great majority of the company's sales, it was said that Apple as a whole is declining. But Tim Cook has no plans of slowing down. In fact, he already has a plan to expand and improve on existing features.
Apparently, Cook believes in the potential of augmented reality, particularly because of the success of "Pokemon Go." Apple Insider reports that Cook recently complimented the game, before saying that Apple's operating system had plenty to do with its success.
He said, 'We have been and continue to invest a lot in [AR]. We are high on AR for the long run."
According to Cook, AR is a great platform, which serves plenty of opportunities. However, he was also quick to say that he is unsure about how it will fair as a standalone platform. Nevertheless, he believes that it will be big in the industry. As such, Apple will continue to make investments in the same, without taking a huge risk.
As The Verge quotes Cook, "The number one thing is to make sure our products work well with other developer's."
So the public can be sure to expect more from their Apple devices, especially when it comes to augmented reality. After all, the company is estimated to produce as much as $3 billion in the next few years from "Pokemon Go" alone. Partnering up with other developers on this side of things may just be what Apple needs to pull itself out of its current slump.
On the other end of things, Samsung is continuing to work on virtual reality. Once again, these two tech giants see themselves on opposite ends, each working hard to develop its vision. At this point, only time will tell which side the public will tip towards.