Tim Cook: ‘I’m really not sure the average person can tell you what the metaverse is’

Juli Clover

Apple CEO Tim Cook toured Europe last week, sitting down for interviews with various media publications. Augmented reality has been a running theme in Cook’s discussions, and it is a topic he brought up again in an interview with Dutch publication Bright, which is part of RTL News.

“I think AR is a profound technology that will affect everything,” Cook said, echoing comments from Italy earlier in the week. “Like I said, we are really going to look back and think about how we once lived without AR.” …

On Facebook’s “metaverse,” Cook said that it’s important that people have an understanding of a product. “I’m really not sure the average person can tell you what the metaverse is,” he added. Metaverse is a word that precedes Facebook, having first been used in the sci-fi novel “Snow Crash,” but Facebook has embraced it, going as far as renaming the company “Meta.” Meta CEO Mark Zuckerberg has said that the company is committed to developing a “metaverse,” aka a future digital reality.