Apple CEO Tim Cook thinks AR is more attractive than VR. Apple's iOS 11 is expected to make most of the Apple devices an AR product. However, when we talk about AR, it is more often through the screen of a smart phone or tablet, rather than through completely immersed AR glasses. Tim Cook said that at present it is not possible to achieve a high-quality AR experience, but when the time comes, Apple's AR product will be the best. "The product itself must have powerful processing capabilities, and if you want to position the product you must have a lot of different sensors. So integrating AR technology on the iPhone changes everything for developers, because they will soon have hundreds of millions of Potential customers.If AR is on other devices, then you will lose more than 15 million users (these users are enthusiastic about AR), which means you will never have the opportunity to commercialize. iPhone and iPad can implement AR technology, which is undoubtedly a great product, but the AR head? Tim Cook expressed doubts in the short term. He believes that AR technology cannot meet the quality requirements in the short term. Although Apple had previously applied for many AR patents, Tim Cook said consumers should not expect Apple to launch AR head-ups in the market in the short term. “Display technology is very important. It must be able to present things to the audience. This is very challenging. We don’t want to be number one. We just want to be the best and bring great experiences to people. Everything you see on the market today cannot satisfy us at any time. I don't think most people will be satisfied with this." "Most of the technical challenges can be solved. It's just a matter of time."