Apple has thrown its weight behind augmented reality, integrating the technology into the iPhone and making it easier for developers to develop augmented reality apps. One popular app lets iPhone users use their phone to measure real-world items as though it's a measuring tape.
Cook pointed to AR's use in gaming as well as more futuristic uses such as projecting tutorials onto real life: "You may be under the car changing the oil, and you're not sure exactly how to do it. You can use AR."