Nobody knows what the metaverse is and we won’t live in it, argues Apple boss

After spending an estimated £8.9billion ($10bn) on the metaverse last year, you'd think Mark Zuckerberg's big idea for the future of the Internet would have caught on by now.

However, Zuckerberg's pitch for an immersive virtual reality Internet hasn't quite captured the attention of his wealthy Silicon Valley colleagues, not least Apple.

Apple's CEO Tim Cook has poured cold water all over the metaverse, claiming that it is badly defined and that people are unlikely to spend most of their time in.

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In an interview this month, Cook said: "I always think it's important that people understand what something is. And I'm really not sure the average person can tell you what the metaverse is."

Cook told Dutch magazine Bright that people won't want to spend their whole lives in virtual reality, in stark contrast to Zuckerberg's claims that users will one day spend the majority of their time in the metaverse.

Cook said: "[VR is] something you can really immerse yourself in. And that can be used in a good way. But I don't think you want to live your whole life that way. VR is for set periods, but not a way to communicate well."

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Cook's comments come in stark contrast to what Zuckerberg himself believes. The Meta CEO reportedly told his staff earlier this year that the firm is in a 'very deep, philosophical competition' with Apple over building the metaverse.

It has been rumoured for some time that Apple is investing in its own augmented reality headsets for release in 2023, and Cook has advocated for the technology for some time.

However, unlike Meta, it seems that Apple and other tech giants are unwilling to bet the farm on something that still doesn't have a clear definition.


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