After the colossal success of Pokémon Go (are you as tired of reading that as I am of writing it?), Apple CEO Tim Cook outlined plans to continue investing in the technology as the company is “high on AR in the long run.”
The question was posed during today’s earnings call which saw Apple hit with a 15 percent decline from the same period last year.
As with most earnings calls, Cook artfully danced dodged most questions while hitting key wins (services, iPhone SE) and trying to deflect from big losses (iPhone, iPad, Macbook). He did, however speak candidly about Apple’s future ambitions as they pertain to augmented reality.
