The leader of the most emblematic technology company shared his thoughts about advanced reality (AR) with the magazine Vogue. Codes of fashion and shopping will change.

Tim Cook is convinced that the digital revolution will transform our lives drastically: “I don’t think there is any sector or industry that will be untouched by AR,”. Consequently referring to the retail and fashion industry.

He imagines the possibility to scan and identify a garment we see a person wearing in the streets. Furthermore, Tim Cook says we will be able to order and as receive it within a few hours.

Apple’s CEO also reacts on the past fashion weeks in London and Paris. He points out that customers are particularly aware of new collections and products. There is a big demand for discovering and understanding the product all the way around, 360 degrees. Hence, AR offers great opportunities for realistic online experiences. In addition, virtual reality (VR) allows a wider spread of information than traditional catwalk shows where you need to sit in the front row to properly apprehend the garment.

Rumours about the Apple AR glasses are popping up to underline his statements. Yet, Tim Cook counters: “We don’t give a rats about being first, we want to be best in creating people’s experiences. Something that you would see out in the market any time soon would not be something that any of us would be satisfied with.”.

Technology is not mature enough yet for powerful virtual reality. After 3D modeling, virtualisation of real-life objects is, therefore, the next step. Customers need to understand the product and ultra-realistic fashion photography via advanced virtualisation technology is the key.

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