In an interview to The Independent earlier 2017, Cook said that “the smartphone is for everyone, we don’t have to think the iPhone is about a certain demographic, or country or vertical market: it’s for everyone. I think AR is that big, it’s huge. I get excited because of the things that could be done that could improve a lot of lives”.
At Worldwide Developers Conference (WWDC-2017), Apple announced their first augmented reality software development kit, ARKit AR-SDK and offers developers the chance to create digital content on top of real-world scenery on iOS 11 and above for iPhone and iPad through what Apple refers to as “World Tracking”.