Skip to main content

Tim Cook: Virtual reality is not 'a niche' and 'has some interesting applications'

Tim Cook: Virtual reality is not 'a niche' and 'has some interesting applications'

Share this story

The quarterly earnings conference call from Apple is on right now and CEO Tim Cook just fielded a question about virtual reality. His answer? "In terms of VR, I don't think it's a niche. It's really cool and has some interesting applications." It's not exactly — actually it's nowhere near — any kind of confirmation that Apple is pursuing anything in the VR space. However, given that the question was asked by perennial ask-about-the-Apple-TV analyst Gene Munster and that Cook's answer was somewhere in the same rhetorical zip code as Cook's old penchant for calling TV an "area of intense interest," it seems like "What will Apple will do with VR?" is going to be the new "will Apple make a TV?"

"It's really cool."

We've previously wondered when Apple would join virtually everybody else in tech and start thinking seriously about creating a VR product. The company has made some hires and acquisitions that could convince a hopeful person (a person like, say, Gene Munster) that Apple is getting ready to make a move here. But given how deliberative the company usually is and how tentative Cook's statement today was, I wouldn't bet on anything happening in the very near future. What I would bet on, however, is hearing more and more people ask Apple about VR on a regular basis.

Apple reported a quarterly profit of $18.4 billion, the largest in history, but it did so while reporting flat growth on iPhone sales and even forecasted declines in revenue for next quarter. That's certainly not to imply that Apple needs to find another category like VR to get back to the rocket ship growth it enjoyed for the past years, however. Last year the company laid the groundwork for all sorts of new markets — the Apple Watch, the Apple TV, and even the iPad Pro — and it will take some time before we know what kind of businesses each of those products will support.

Then again, Apple's rumored to be making a car and if it's a self-driving car, VR could be a fun thing to do in it while you're cruising down the highway. If you've run out of dreams for the iPhone, maybe it's time to dream about something new: lightsaber battles at 55mph.

Today’s Storystream

Feed refreshed Two hours ago Striking out

A
Youtube
Andrew WebsterTwo hours ago
Look at this Thing.

At its Tudum event today, Netflix showed off a new clip from the Tim Burton series Wednesday, which focused on a very important character: the sentient hand known as Thing. The full series starts streaming on November 23rd.


A
The Verge
Andrew Webster4:28 PM UTC
Get ready for some Netflix news.

At 1PM ET today Netflix is streaming its second annual Tudum event, where you can expect to hear news about and see trailers from its biggest franchises, including The Witcher and Bridgerton. I’ll be covering the event live alongside my colleague Charles Pulliam-Moore, and you can also watch along at the link below. There will be lots of expected names during the stream, but I have my fingers crossed for a new season of Hemlock Grove.


J
Twitter
Jay PetersSep 23
Twitch’s creators SVP is leaving the company.

Constance Knight, Twitch’s senior vice president of global creators, is leaving for a new opportunity, according to Bloomberg’s Cecilia D’Anastasio. Knight shared her departure with staff on the same day Twitch announced impending cuts to how much its biggest streamers will earn from subscriptions.


T
Twitter
Tom WarrenSep 23
Has the Windows 11 2022 Update made your gaming PC stutter?

Nvidia GPU owners have been complaining of stuttering and poor frame rates with the latest Windows 11 update, but thankfully there’s a fix. Nvidia has identified an issue with its GeForce Experience overlay and the Windows 11 2022 Update (22H2). A fix is available in beta from Nvidia’s website.


A
External Link
If you’re using crash detection on the iPhone 14, invest in a really good phone mount.

Motorcycle owner Douglas Sonders has a cautionary tale in Jalopnik today about the iPhone 14’s new crash detection feature. He was riding his LiveWire One motorcycle down the West Side Highway at about 60 mph when he hit a bump, causing his iPhone 14 Pro Max to fly off its handlebar mount. Soon after, his girlfriend and parents received text messages that he had been in a horrible accident, causing several hours of panic. The phone even called the police, all because it fell off the handlebars. All thanks to crash detection.

Riding a motorcycle is very dangerous, and the last thing anyone needs is to think their loved one was in a horrible crash when they weren’t. This is obviously an edge case, but it makes me wonder what other sort of false positives we see as more phones adopt this technology.


A
External Link
Ford is running out of its own Blue Oval badges.

Running out of semiconductors is one thing, but running out of your own iconic nameplates is just downright brutal. The Wall Street Journal reports badge and nameplate shortages are impacting the automaker's popular F-series pickup lineup, delaying deliveries and causing general chaos.

Some executives are even proposing a 3D printing workaround, but they didn’t feel like the substitutes would clear the bar. All in all, it's been a dreadful summer of supply chain setbacks for Ford, leading the company to reorganize its org chart to bring some sort of relief.


E
TikTok
Spain’s Transports Urbans de Sabadell has La Bussí.

Once again, the US has fallen behind in transportation — call it the Bussí gap. A hole in our infrastructure, if you will.


J
External Link
Jay PetersSep 23
Doing more with less (extravagant holiday parties).

Sundar Pichai addressed employees’ questions about Google’s spending changes at an all-hands this week, according to CNBC.

“Maybe you were planning on hiring six more people but maybe you are going to have to do with four and how are you going to make that happen?” Pichai sent a memo to workers in July about a hiring slowdown.

In the all-hands, Google’s head of finance also asked staff to try not to go “over the top” for holiday parties.


E
External Link
Insiders made the most money off of Helium’s “People’s Network.”

Remember Helium, which was touted by The New York Times in an article entitled “Maybe There’s a Use for Crypto After All?” Not only was the company misleading people about who used it — Salesforce and Lime weren’t using it, despite what Helium said on its site — Helium disproportionately enriched insiders, Forbes reports.