On Sunday, Apple CEO Tim Cook (number one person on our NR30 list) made a rare TV appearance to talk about and showcase his current obsession: enhanced reality.
In a segment of the new HBO documentary news series from Axios, Cook invited two of the site's journalists to the Apple campus to talk tech.
"In a few years we will not be able to imagine our lives without [AR]. It's so deep a platform," said Cook, who is in the UFO style's limits for Apple's new headquarters.
Later Cook took out the press group outside to meet Allessandra McGinnis, an AR Product Manager at Apple. McGinnis showed an AR- app called iScape that allows users to create a virtual landscape design that includes shrubs and trees and the ability to control the timelight to see how the final work will look under real-world conditions throughout the day.
The segment was short but it also struck the subject of privacy, which is an annoyance an issue that will be important as AR clouds become more common and profound. Cook's comments on the subject come at a specially charged time after a report in New York Times last week. In the report, Times asserted that Facebook CEO Mark Zuckerberg forced his bosses to dive iPhones in favor of Android phones after hearing Cook's latest comments on privacy in connection with Facebook's latest issues.
When pressed by Axio's co-founder and executive editor Mike Allen exec, and chief tech correspondent Ina Fried , why Apple claims such a strong record on privacy, but still takes money from user-information-hungry Google for integration into their apps, Cook defended the relationship by calling Google the best search engine and quoting the privacy controls available in Safari.
At one point, when asked about the possibility that prolonged Apple AR smart glasses, Cook was avoiding, as usual.