Why is Apple hyping augmented reality?

Augmented reality has a powerful ally, and apparently ardent supporter, in Apple CEO Tim Cook. The leader of the most valuable publicly traded company in the world reiterated his optimistic outlook for the future of augmented reality (AR) and highlighted the technology’s capability to layer improvements in the physical world.“I’m excited about augmented reality because unlike virtual reality, which closes the world out, AR allows individuals to be present in the world but allow