Cook said, "There's virtual reality and there's augmented reality - both of these are incredibly interesting".
Apple is reportedly working with Carl Zeiss on a pair of digital glasses that may... or may not be announced this year.
This would suggest that the company is secretly working on the prototype phase of its smart glasses, with the report suggesting that if Apple continues with the project, the new wearable from the tech giant could be announced sometime in 2018 (with a possible announcement taking place sometime in 2017).
Apple has been struggling in recent years to make a mark in the technology industry with sales of its devices declining and fans being unimpressed with some of the company's recent products.
It's one of the more ridiculous rumors we've heard in a while: Apple is teaming up with Zeiss to create augmented-reality glasses that will be unveiled later this year, according to long-time tech blogger Robert Scoble.
Scoble's latest "exclusive' isn't even the first time he's put out insane theories about Apple and augmented reality".
A report previous year in Bloomberg suggested Apple is hoping to become the first firm to bring smart glasses to the mainstream.
The secret research unit includes hundreds of staff from a series of carefully targeted acquisitions, as well as employees poached from companies that are working on next-generation headset technologies including Microsoft and camera start-up Lytro, according to people familiar with the initiative.
For real? At this year's CES augmented reality was all over the show floor. Cook mentioned in an earnings conference call in 2016, "We are high on AR for the long run, we think there's great things for customers and a great commercial opportunity".
Scoble explained what happened in a Facebook post. Just had a source that I trust tell me it is a clear piece of glass. "I know the founders didn't want to do that". "But it is NOT showing off its mixed reality optics".