In an exclusive interview with Dutch media outlet Bright, Apple CEO Tim Cook said that the tech giant's hesitancy towards joining the metaverse hype is intentional.
It's important that people know what they're talking about. The average person can't tell you what the metaverse is.
The term "Metaverse" is derived from science-fiction and refers to a hypothetical version of a three-dimensional internet.
Only one word was used on Apple earnings calls so far this year, compared to 36 used on Meta earnings calls. Executives are divided on whether the metaverse is a real product or a concept for a virtual world that may never actually happen.
Meta is in a competition with Apple to build the metaverse according to Mark Zuckerberg.
Following Facebook's name change and announcement that it would invest $10 billion into building the so-called metaverse, the iPhone maker stood out from the rest of the tech industry.
Apple has focused on augmented reality.
When an analyst asked Cook about Apple's role in the metaverse space, he replied that Apple is always exploring new and emerging technologies and pointed to the company's 14,000 augmented reality kits in the App Store.
Cook told Bright that virtual reality isn't a way to live your whole life and that he thinks augmented reality will affect everything.
It's something you can't get enough of. He said that it can be used well. It's not a way to communicate well. I'm not against it but I look at it in a different way.
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