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Tim Cook Reveals Why Apple Avoids the Term Metaverse

In contrast to Meta and several other companies, Apple has been notably reticent to adopt the term ‘metaverse’.

This approach was clarified by Apple’s CEO, Tim Cook, in an exclusive interview with the Dutch media outlet Bright. Cook explained that Apple’s distance from the concept of the ‘metaverse’ is intentional.

Cook highlighted the importance of people understanding what they use or talk about, expressing his view that the average person might not fully grasp the concept of the metaverse.

Tim Cook Reveals Why Apple Avoids the Term Metaverse

The term was originally coined by Neal Stephenson in his 1992 novel “Snow Crash,” and gained significant attention last year when Facebook announced a $10 billion investment to develop the metaverse and rebranded itself as Meta.

Meta’s founder and CEO, Mark Zuckerberg, disclosed in July to Meta employees that there is a significant rivalry with Apple in the development of the metaverse. However, Apple has deliberately steered clear of this term.

Simultaneously, Apple is heavily investing in augmented reality (AR) technology. The reason behind Apple’s preference for AR over VR, and its avoidance of the ‘metaverse’ label, stems from the belief that VR is not the most effective technology for communication.

According to CEO Tim Cook, it is AR technology that holds the potential to revolutionize the world.


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