Cook was recently involved in talks with other app developers where he discussed the current state of augmented reality on the iPhone and provided some insight into the future of AR for Apple.
As for AR today, Vogue points to Burberry (which Apple Retail Chief Angela Ahrendts formerly ran) as quick to adopt ARKit in its iPhone app. Burberry uses Branding Brands behind-the-scenes to support ARKit for offering users a look at artist Danny Sangra's work in the real world.
Cook has been a vocal supporter of AR for some time, claiming its impact on consumer technology will be more profound than that of virtual reality (VR), despite the latter taking an early lead with hardware like the Samsung Gear VR and HTC Vive.
"But today I can tell you the technology itself doesn't exist to do that in a quality way". In an interview with The Independent, Cook said that now "the technology itself doesn't exist" to make augmented reality glasses "in a quality way". The display technology required, as well as putting enough stuff around your face-there [are] huge challenges with that. Their field of view and the quality of their displays, he said, aren't there yet.
He also reiterated that Apple was not concerned with being first to market with such a product, but would rather wait till it had the best product in the segment. Having said that Google is developing Glass for industrial use cases.
The idea of augmented reality smart glasses has been around for a few years.
When asked about smart glasses, Cook reportedly said: "There are rumours and stuff about companies working on those - we obviously don't talk about what we're working on". Not too long ago, the Financial Times - which has an incredibly strong track record with respect to Apple rumors - reported that Apple was actively trying to engineer a pair of AR powered smart glasses equipped with 3D cameras.
Since Apple rolled out ARKit, a number of retailers have begun integrating the technology into their iPhone and iPad apps, giving us a glimpse of online shopping's future.
Cook's embrace of AR shouldn't come as much of a surprise.
Fashion shows are particularly ripe for AR intervention, he said: "If you think about a runway show in the fashion world, that's a great application of AR because some of these, you want to see the dress all the way around, you do not want to just see the front".
"The way that you get lots of great ideas is for us to do the heavy lifting of the complexity of locational things and software, and put those in the operating system", Cook said.