I’m with Tim Cook in thinking that augmented reality (AR) is far more exciting and relevant than virtual reality (VR).

VR has its uses, of course, but the need to wear a headset is a significant limitation. To me, VR is something you use at a specific time for a specific purpose, whether it’s playing a game or looking around a virtual representation of a building.

AR, in contrast, is something I think could become a much more integrated part of our lives. But it only makes sense if AR transforms the experience. Too many AR apps are, in my view, just gimmicks …

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Ben Lovejoy

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