As the debate about augmented reality and virtual reality rages on, Apple CEO tim cook has swooped in to give his two-cents on the matter. While appearing on Good Morning America Wednesday morning, Cook broke down the difference between the two and explained why he believed AR was superior.

Tim Cook On AR And VR

"My own view is that augmented reality is the larger of the two, probably by far, because this gives the capability for both of us to sit and be very present talking to each other, but also have other things visually for both of us to see. Maybe it's something we're talking about, maybe it's someone else here that is not here, present, but could be made to appear to be present with us.

So there's a lot of really cool things there."

Cook's comments highlight a common knock against VR. The experience, while immersive, cuts the user off from real-world interaction. The bulky headsets inundate users with an artificial reality composed solely of digital imagery. AR, on the other hand, enhances present reality. The technology overlays what users can see with computer imagery and extra-sensory data. The result is an augmented view of the world that mixes what people can see with the things that they normally cannot. It also allows users to stay in the moment. To expound upon Cook's example, it can even deepen social interactions by providing users with more options for conveying information. 

Could Tim Cook Be Hinting at Something? 

The comments might also hint at Apple's plans.

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Other companies, like Facebook, Google, HTC, Sony, and Samsung have gone all-in on virtual reality. Facebook purchased Oculus VR, the makers of the Oculus Rift (one of the two current leading VR platforms). HTC created the Vive, Oculus' chief competition in the high-end VR market. Sony is fiercely marketing their PlayStation VR, which they hope will attract users that want the VR experience, but don't want to shell out Oculus Rift or HTC Vive money. Samsung, for their part, developed the Gear VR in conjunction with Oculus for a kind of portable VR experience. 

There was speculation that Apple would go down a similar path, but Tim Cook's comments throw that into doubt. Could Apple be developing an augmented reality experience or even a mixed-reality experience, like Microsoft's HoloLens? He has stated that publicly that AR is a "core technology" and that Apple was up to something "behind that curtain." He has also praised apps like Pokémon Go, which make use of AR to significant effect.

Apple has built its name by taking risks and carrying out some unusual strategies that later pan out in their favor. Though it may take years to materialize, it could be that Cook is playing that same long game with AR that has brought Apple immense success in the past.