Cook was recently involved in talks with other app developers where he discussed the current state of augmented reality on the iPhone and provided some insight into the future of AR for Apple.
Microsoft should embrace incrementalism and release regular updates to their offering, which will make them all the more nimble when the actual revolutionary improvements do arrive and would reduce the delta between their solution and Apple's eventual "groundbreaking" product.
In an interaction with The Independent, Cook took many questions around AR.
Despite a flurry of rumors and predictions about Apple leveraging its ARKit tools to make a version of Google Glass that could actually have commercial success, Tim Cook once again downplayed rumors of Apple glasses hitting the market anytime soon.
Speaking to The Independent in a wide-ranging interview during his European tour this week, Cook said that "the technology itself doesn't exist" to create augmented reality glasses that would work "in a quality way". The display technology required, as well as putting enough stuff around your face - there's huge challenges with that.
He also reiterated that Apple was not concerned with being first to market with such a product, but would rather wait till it had the best product in the segment. "I think it's going to be hard for other folks".
Google has already tried its hand with Google Glasses, but it failed to gain much traction. Cook told Vogue that the ability to try on and buy clothes through augmented reality also likely won't be up to snuff this year. Still, don't pay attention to those various rumours that companies have smart glasses on the way - particularly not where Apple is involved. One major example in this regard is IKEA, which has developed an app that allows users to see which piece of furniture will look good in a certain place. Then there are lot of games that can be played on a tabletop. Cook paid a surprise visit to Eldim, a Normandy-based firm that develops optical technology, used in the facial recognition system inside new top-of-the-line iPhone X smartphones due out next month.
Fashion shows are particularly ripe for AR intervention, he said: "If you think about a runway show in the fashion world, that's a great application of AR because some of these, you want to see the dress all the way around, you do not want to just see the front".