Apple will not make a spectacle of itself to challenge Google Glass

New York

The Apple faithful looking on with envy as Google parades its hi-tech Glass are more likely to see an iWatch than a pair of iSpecs from the company, Apple's chief executive, Tim Cook, has suggested, saying the emerging market for wearable gadgets was "incredibly interesting".

Questioned at a technology conference in California about what he made of Google Glass, which has not yet been released but has already generated headlines around the world, Mr Cook said: "I think the likelihood that it has a broad range appeal – that's tough to see."

While unsurprisingly playing down his rival's chances of success, the Apple boss did endorse the potential of wearable gadgets.

"I think wearables is incredibly interesting. I think it could be a profound area for technology," he told the All Things D conference, an annual gathering organised by the technology website which attracts hordes of Silicon Valley bigwigs, as it opened this week.

Pushed during the question and answer session about what form Apple's wearable product – if one were to be produced – might take, Mr Cook said: "I wear glasses because I have to; I can't see without them… I don't know a lot of people that wear them that don't have to.

"I think from a mainstream point of view this [a product modelled on spectacles] is difficult to see."

What then? "I think the wrist is interesting," he said, holding up his arm to show a Nike Fuel+Band, which tracks a user's daily activity. "It's somewhat natural."

He did caution, however, that any product that targets the wrist would have to meet a very high standard in terms of what it can do to convince customers who have forsaken their wristwatch for their phone.

"I think for something to work [on a wrist] you first have to convince people it's so incredible that they want to wear it," he said, adding: "If we have a room full of 10 to 20-year-olds and we said, everybody stand up that has a watch on… I'm not sure anybody would stand up."

His comments come after months of speculation about the possibility of Apple moving in the direction of producing a smartwatch.

Meanwhile, as Wall Street – and customers – wait to see what Apple does next, Mr Cook also touched on the possibility of the company increasing its involvement in the TV market. It currently makes a box that allows users to access content from iTunes, Netflix, Hulu and other services on their TV.

Many, however, have been speculating about the possibility of an Apple smart TV, along the lines of the range currently produced by manufacturers such as Samsung.

Once again, Mr Cook would not be drawn on any details. But, talking about Apple TV and what the company might do in the area, he said: "It continues to be an area of great interest to us.

"When you look at the TV experience, it's not an experience that I think very many people love. It's not an experience you would say has been brought up to date for this decade."


Actress sees off speculation about her appearance in an amazing way

Arts and Entertainment
Serge Pizzorno of Kasabian and Noel Fielding backstage at the Teenage Cancer Trust concerts
musicKasabian and Noel Fielding attack 'boring' musicians
peopleLynda Bellingham's tragic final Loose Women appearance moves audience to tears
Arts and Entertainment
The last great picture - Winner 'Black and White' and overall 'Wildlife Photographer of the Year'
ebooksAn unforgettable anthology of contemporary reportage
Arts and Entertainment
'Right Here' singer Jess Glynne is nominated for Best Newcomer at the MOBO Awards 2014
musicExclusive: Jess Glynne hits out at 'ridiculous' criticism of white artists nominated for Mobo Awards
'Irritatingly Disneyfied': fashion vlogger Zoella

Arts and Entertainment
Enid Blyton's Magic Faraway Tree is to be made into a series of films

Enid Blyton’s Magic Faraway Tree really is being made into a film

Arts and Entertainment
Separated at birth? Frank Sivero (left) claims The Simpsons based Mafia character Louie on his Goodfellas character
arts + entsFrank Sivero sues Simpsons studio over allegedly basing mobster character on Frank Carbone
Carl Bernstein (left) and Bob Woodward (right) with former 'Washington Post' executive editor Ben Bradlee

The Washington Post editor helped Bob Woodward and Carl Bernstein bring down President Nixon

Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Money & Business

Trainee Recruitment Consultant - Birmingham - Real Staffing

£18000 - £23000 per annum + Commission: SThree: The SThree group is a world le...

Trainee Recruitment Consultant Birmingham

£18000 - £23000 per annum + Comission: SThree: The SThree group is a world lea...

Trainee Recruitment Consultants

£20000 - £25000 per annum + OTE £Competitive: SThree: SThree Group and have be...

Helpdesk Analyst

£23000 per annum + pension and 22 days holiday: Ashdown Group: An established ...

Day In a Page

Indiana serial killer? Man arrested for murdering teenage prostitute confesses to six other murders - and police fear there could be many more

A new American serial killer?

Police fear man arrested for murder of teen prostitute could be responsible for killing spree dating back 20 years
Sweetie, the fake 10-year-old girl designed to catch online predators, claims her first scalp

Sting to trap paedophiles may not carry weight in UK courts

Computer image of ‘Sweetie’ represented entrapment, experts say
Fukushima nuclear crisis: Evacuees still stuck in cramped emergency housing three years on - and may never return home

Return to Fukushima – a land they will never call home again

Evacuees still stuck in cramped emergency housing three years on from nuclear disaster
Wildlife Photographer of the Year: Intimate image of resting lions claims top prize

Wildlife Photographer of the Year

Intimate image of resting lions claims top prize
Online petitions: Sign here to change the world

Want to change the world? Just sign here

The proliferation of online petitions allows us to register our protests at the touch of a button. But do they change anything?
Ed Sheeran hits back after being labelled too boring to headline festivals

'You need me, I don’t need you'

Ed Sheeran hits back after being labelled too boring to headline festivals
How to Get Away with Murder: Shonda Rhimes reinvents the legal drama

How to Get Away with Murder

Shonda Rhimes reinvents the legal drama
A cup of tea is every worker's right

Hard to swallow

Three hospitals in Leicester have banned their staff from drinking tea and coffee in public areas. Christopher Hirst explains why he thinks that a cuppa is every worker's right
Which animals are nearly extinct?

Which animals are nearly extinct?

Conservationists in Kenya are in mourning after the death of a white northern rhino, which has left the species with a single male. These are the other species on the brink
12 best children's shoes

Perfect for leaf-kicking: 12 best children's shoes

Find footwear perfect to keep kids' feet protected this autumn
Anderlecht vs Arsenal: Gunners' ray of light Aaron Ramsey shines again

Arsenal’s ray of light ready to shine again

Aaron Ramsey’s injury record has prompted a club investigation. For now, the midfielder is just happy to be fit to face Anderlecht in the Champions League
Comment: David Moyes' show of sensitivity thrown back in his face by former Manchester United manager Sir Alex Ferguson

Moyes’ show of sensitivity thrown back in his face... by Ferguson

Manchester United legend tramples on successor who resisted criticising his inheritance
Two super-sized ships have cruised into British waters, but how big can these behemoths get?

Super-sized ships: How big can they get?

Two of the largest vessels in the world cruised into UK waters last week
British doctors on brink of 'cure' for paralysis with spinal cord treatment

British doctors on brink of cure for paralysis

Sufferers can now be offered the possibility of cure thanks to a revolutionary implant of regenerative cells
Ranked seventh in world’s best tourist cities - not London, or Edinburgh, but Salisbury

Lonely Planet’s Best in Travel 2015

UK city beats Vienna, Paris and New York to be ranked seventh in world’s best tourist destinations - but it's not London