Apple CEO Tim Cook Doesn't Like the Metaverse. Here's the New Technology He Thinks We Won't Be Able to Live Without. Cook says this other technology "will affect everything."

By Amanda Breen Edited by Jessica Thomas

Kevin Mazur | Getty Images

Many companies, including Meta, formerly known as Facebook, are making major bets on the metaverse.

But Apple CEO Tim Cook isn't as quick to embrace the virtual world, CNBC reported, instead believing that augmented reality (AR) is where the future really lies.

Related: Metaverse: A Game-changing Innovation for Entrepreneurs

"I always think it's important that people understand what something is," the Apple CEO told Dutch publication Bright on Friday. "And I'm really not sure the average person can tell you what the metaverse is."

The average person might not be able to tell you what the metaverse is, but that hasn't stopped Meta co-founder and CEO Mark Zuckerberg from pouring at least $10 billion into his virtual-reality vision in 2021 alone, per The Verge.

Generally, the "metaverse" refers to virtual reality (VR) platforms where people can "interact, work, shop and play games using immersive technology like a virtual-reality headset," according to CNBC.

Although these worlds already exist to some extent, many major tech players want to develop the hardware and software that allow people to spend more time and money in the metaverse.

But some, including Cook, believe that augmented reality (AR) shows more promise than the metaverse. AR involves superimposing virtual elements and images onto the real world.

Cook went so far as to tell Bright that AR "will go much, much further" than its uses today, and Apple is reportedly developing an AR/VR headset that could launch in 2023, per Bloomberg.

Related: Here's Why AR and VR Strategy Is a Must for Your Venture

"I think AR is a profound technology that will affect everything," Cook says. "Imagine suddenly being able to teach with AR and demonstrate things that way. Or medically, and so on. Like I said, we are really going to look back and think about how we once lived without AR."

Amanda Breen

Entrepreneur Staff

Senior Features Writer

Amanda Breen is a senior features writer at Entrepreneur.com. She is a graduate of Barnard College and received an MFA in writing at Columbia University, where she was a news fellow for the School of the Arts.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Side Hustle

This Mom's Garage Side Hustle for Kids Became a Business With $1 Billion Revenue

Sandra Oh Lin worked at eBay before she gave entrepreneurship a shot.

Business News

Someone Just Dethroned Elon Musk as the World's Richest Person—And It May Not Be Who You Think

The news arrives as Oracle shares soared 41% on Wednesday, the largest single-day growth in the company's history.

Business Ideas

70 Small Business Ideas to Start in 2025

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2025.

Side Hustle

This Mom's Creative Side Hustle Started As a Hobby With Less Than $100 — Then Grew Into a Business Averaging $570,000 a Month: 'It's Crazy'

After Krista LeRay shared her passion project on Instagram, she realized there was enough demand to start a business.

Marketing

How a Smart Marketing Plan Turned One Brand's Emails Into $47,000 in Revenue

Discover the step-by-step marketing plan that turned simple email campaigns into $47,000 in revenue in just three months — and how you can apply these proven strategies to grow your own business.