July 8th 2024.
In an exclusive interview with 9News, Apple CEO Tim Cook discussed the company's highly anticipated product, the Apple Vision Pro. As the best known, most popular and most valuable brand in the world, Apple's CEO role is not just about unveiling new products on stage, but also overseeing the company's impressive $3.4 trillion market capitalization.
It has been a year since Cook announced the Vision Pro at the Worldwide Developers Conference, marking the company's first all-new product in eight years. And now, the product is finally hitting the shelves in Australia. Prior to its launch, Cook sat down with 9News to share his thoughts on the product and its Australian release.
During the announcement last year, Cook expressed his passion for Augmented Reality (AR), stating that it is a game-changing technology that combines digital content with the real world. He described the Vision Pro as being on an "entirely new AR platform", a term that Apple has chosen to use instead of AR to differentiate their product from others on the market.
When asked to describe the Vision Pro, Cook enthusiastically replied that it is the most advanced personal computing device in the world. Similar to how the Mac revolutionized personal computing and the iPhone revolutionized the modern mobile computer, the Vision Pro is introducing spatial computing. Cook explained that spatial computing allows users to interact with their digital content in their physical space, unlocking experiences that were previously unimaginable.
As someone who has been reviewing technology for almost 20 years, I have seen the rise and fall of various tech eras, from the iPod to the smartphone to the smartwatch. When I first tried the Vision Pro a year ago, I was blown away. I shared my thoughts with Cook, telling him that it is the most amazing technology I have ever seen, but I was unsure of its practical use.
Cook responded by looking towards the future, highlighting the many new features and apps that are being developed for the Vision Pro. He also mentioned that there are already over 2000 apps specifically designed for the Vision Pro, and over a million and a half that are compatible with it. He emphasized that consumers are using the product to enjoy immersive content and spatial photos, and that with the new Vision OS 2, they will even be able to convert their old 2D photos into 3D experiences.
During our conversation, Cook also shared his excitement for the Australian development community, praising their creativity and innovation. He mentioned a couple of great Aussie apps, including Jigspace, a 3D modelling app that was originally designed for flat screens but now has the potential to create an even more immersive experience on the Vision Pro.
And what does the CEO of a three trillion dollar company like to play on the Vision Pro? Fruit Ninja, of course. Cook admitted that he plays the game himself and highlighted that it was one of the original games developed for the Vision Pro. He praised the Australian developer community and expressed his excitement to see more developers creating content for the product.
However, the Vision Pro's biggest hurdle may be its price tag, starting at $5999. Despite this, Cook encourages people to try it out and see what it can do. He suggests watching favorite content, experiencing immersive videos, and trying out everyday tasks like browsing and email. He also recommends using it as a virtual display for Mac users.
In conclusion, Cook's message to Australians is to be curious and try out the Vision Pro for themselves. With demo units available in Apple Stores across the country, he hopes that people will take the opportunity to experience the product and see its potential. As Cook puts it, "It's an exciting time."
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