CEO of Apple Tell us what you think about virtual and augmented reality glasses

“If you think about the technology itself with augmented reality, just to look at one side of the AR/VR piece, the idea that you can overlay the physical world with things in the digital world can really improve people's communication, people's connection. ” said the executive.

During interview , published on Monday (3), Cook was provoked to answer what made the Google Glass dies in limbo despite having an innovative and pioneering proposal. For him, smart glasses have not yet gone ahead because they are intrusive and impractical for daily use. According to him, the philosophy of Apple is to put technology in the background and prioritize usability. The CEO of Apple also highlighted that the company seeks to make significant contributions and own primary technology when entering a market.

The mixed reality headset from Apple follows Cook's vision that AR is a powerful technology that should bring people together in the real world. The device, which should cost around US$3.000, aims to unite digital objects with reality.

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Apple introduces its mixed reality headset; price of the product will be high

A Apple held a major event at the Steve Jobs Theater in Cupertino, California, where it unveiled one of its most anticipated products of recent years: the mixed reality headset. Set to launch in June, the device was described as “flashy and exciting” by one of Bloomberg’s top technology experts, Mark Gurman.