Apple Inc (NASDAQ:AAPL) CEO Tim Cook believes that there is more power in augmented reality (AR) than in virtual reality (VR). This is despite the fact that most companies are putting more effort in building VR headsets and ecosystems. From the look of things, it is not likely that Apple will follow the likes of Alphabet Inc (NASDAQ:GOOGL), Samsung, and Sony Corp (NYSE:SNE) into their virtual world.

Word has it that Apple is looking at boosting its car technology by investing in augmented reality. Its argument, which has also been seconded by KGI Securities analyst Ming-Chi Kuo, is that the world is swiftly embracing the autonomous driving system.

The iPhone could act as the foundation 

Being a major player in the growth of technology, Apple has patiently waited to have the AR platform in its right position. A note obtained by Apple-tracking site Macrumors reveals that Apple will kick start AR on the iPhone before taking it to Apple’s iPad, Apple Watch, Apple TV, Macs, and eventually into the automated driving systems.

Kuo says that the Cupertino-based company has its ambitions in place and it is perhaps aiming for a 2018 launch. Apple is ahead of the game with a focus on being a lead in the next 3-5 years. Nonetheless, there is a hint that it is currently working on enhancing the AR capabilities on its iPhones and iPads. In any case, its success can be traced back to human-machine interfaces the likes of click wheel for iPod and mouse for Mac.

Entering the augmented realm is a haven for Apple

Cook said, “My own view is that augmented reality is the larger of the two, probably by far, because this gives the capability for both of us to sit and be very present talking to each other, but also have other things visually for both of us to see.”

Even though it is not clear how soon Apple will integrate the AR, it seems determined to redefine its products while at the same time entering into new businesses. Meanwhile, Apple’s stock closed at $111.59 an increase of $0.10 or 0.09%.