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Apple CEO Tim Cook’s Latest Fascination: A Deep Dive into His New Passion

Posted on 13 April 2025

Apple CEO Tim Cook is currently fixated on developing a cutting-edge pair of augmented reality (AR) glasses, according to insights shared by insider Mark Gurman in his newsletter, Power On. Inside the company, there is a concerted effort to launch these AR glasses ahead of competitors, particularly Meta, in a market that is rapidly evolving. Apple’s initial entry into the extended reality (XR) space with the Apple Vision Pro did not meet sales expectations.

Priced at $3,499, the Vision Pro headset has been well-reviewed but failed to attract a broad customer base, largely due to its high cost. This headset was intended to establish Apple’s presence in the XR market, especially as other virtual reality devices, like the Meta Quest 3, gained traction. Despite the challenges, the prospect of innovative smart AR glasses is becoming increasingly plausible.

In the previous year, Meta introduced Orion, a pair of AR smart glasses that have been in development for a decade. This device aims to replace traditional smartphones, reflecting a significant shift in how we might interact with technology. Cook’s commitment to creating a viable AR solution is unwavering.

Sources indicate that he is prioritizing these glasses above all else in terms of product development. Tim Cook’s focus shows that he is heavily invested in ensuring Apple takes the lead in AR technology. However, there are potential hurdles to overcome.

Critics express concerns about whether Apple’s ambitions can materialize effectively, especially considering other players in the industry like Google and Samsung who are also exploring AR technologies. With significant competition looming, the next few years could prove pivotal for the tech landscape.

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