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Tim Cook describes his first experience with Apple’s forthcoming Vision Pro headset as an “aha moment”. The mixed reality device, he claims, has the potential to usher in an entirely new era of computing, having a profound impact on the way we work, communicate and experience the world – just like the iPhone did 16 years ago. And for it to succeed, just like the iPhone, it’s going to need apps. The Apple CEO is in London at the end of a whirlwind European tour to meet with app developers that he hopes will be among the first to realise his ambitions for the Vision Pro. The UK has the largest developer community in Europe, and as he meets three of them, he is clearly curious about their apps. It is a common sight with Cook: app developers on their best behaviour, nervous with anticipation, instantly relaxing as he focuses on them, genuinely interested, warming to his encouragement and questioning. “I think the apps today are outstanding,” he says. “It’s a reminder of the empowerment of the App Store. I’m still amazed that an entrepreneur in any country in the world in a basement can start a company and it can be global,” he snaps his fingers, “like that.” Cook likes to talk about Apple’s app developers because he takes pride in the jobs created by the Apple ecosystem. Estimates suggest that half a million jobs are now directly connected to the iOS app economy, which is up nearly 70 per cent compared to 2019. UK app developers have earned nearly £7.5 billion from their apps, Apple says. When Cook took over from Steve Jobs as CEO in 2011, the app economy was still in its infancy: Instagram was less than a year old and apps like Deliveroo and Tinder did not even exist yet. Just over a decade later Apple’s App Store is now facilitating more than $1 trillion in billings and sales annually, helping the company to become the richest in the world. Among the app developers showing off their creations at Apple’s Battersea Power Station headquarters is Joseph Mambwe, whose fitness app Gym Streak aims to manage your workout for you. Mambwe says that, at the app’s core is a demonstration that “resilience is a superpower that is available to everyone, along with persistence and the will to keep going.” The app uses augmented reality (AR) to create videos where the animated figure demonstrating the exercises appears to be working out in your living room. Also in attendance is Andy Weekes, the creator of Night Sky, which also uses AR to make stars, planets and even the International Space Station appear onscreen as you point your iPhone at the place they are in the sky. It can send reminders and messages so you can share what you see – and even what you can’t – with friends and family. There is a regular refrain from the developers about the Apple Vision Pro, which is set to launch early next year: Something like Night Sky could be jaw-droppingly good on the spatial computing headset, with its immersive, wraparound display. Cook says they’re looking forward to it. “We have developer labs in London and Munich, and we’re seeing some incredible work. There’s so much excitement out there.” The tech boss says Vision Pro has become part of his nightly routine, helping him understand how it could become an industry-defining product. “There are huge differences in how people look at it, depending on if they’re read about it or actually tried it,” he says. “I believe even more about how profound spatial computing is. When you’ve tried it, it’s an aha moment, and you only have a few of those in a lifetime.” Throughout the app demonstrations, the developers talk about the support they receive from Apple. “These apps,” Cook says afterwards, “allow developers to make people more sustainable, give somebody educational knowhow about space or even democratise personal training. These are big ideas. These apps are great collaborations, but our whole company is based on collaboration.We really believe one plus one equals three. “We’ve always viewed ourselves as tool makers,” he adds. “So to make tools that allow other people to change the world in their own way and for us to have a role in that makes my heart sing… We’ve always believed our tools should be as easy to use as our products, so we try to make the developer tools simple. It’s the developer’s idea that’s the big lift, not the act of doing it themselves. It’s great to see the validation of that playing out.” Through the powerful processors in the latest iPhone 15 Pro and iPhone 15 Pro Max, Cook believes Apple iOS is now “the best gaming platform out there”. Games also form a major part of Vision Pro’s appeal, allowing users to interact and compete within an entirely new dimension. “There’s significant excitement about our role in gaming, and we’re very serious about it,” he says. “This is not a hobby for us. We’re putting all of ourselves out there.” Read More ‘I saw the future. It left me in tears’ Tim Cook says Vision Pro release is on track: ‘I watched Ted Lasso Season 3 on it’ New discovery is ‘holy grail’ breakthrough in search for aliens, scientist say Musk confirms he is cutting election integrity staff from X/Twitter ahead of 2024

Developers say they “audibly gasped” when first using Apple’s upcoming augmented reality headset, the company has said. Apple announced the Vision Pro headset in June, when it said it would arrive early next year and cost $3,500. In the wake of that announcement, it allowed some journalists to use the headset, including The Independent. Since then, however, Apple has kept its Vision Pro largely hidden. Some units have been shipped out to developers, and it is offering special sessions where they can try out their apps in Apple’s buildings, but those taking part have been asked to sign expansive non-disclosure agreements that mean they cannot talk about those experiences. Now Apple has published some comments from some of those early users, however, who have detailed the first experience of using the headset. Actually strapping the headset on is fundamentally different from using it in the simulator that Apple has provided so that developers can start work on their augmented reality apps, they said. “I’d been staring at this thing in the simulator for weeks and getting a general sense of how it works, but that was in a box,” said David Smith, the developer of the app Widgetsmith. “The first time you see your own app running for real, that’s when you get the audible gasp.” Another developer said that it changed the experience of using his app. Michael Simmons – who runs Flexibits, which creates apps such as calendar tool Fantastical, said that using the kit was a surprise. “It was like seeing Fantastical for the first time,” he said. “It felt like I was part of the app.” Using the app in augmented reality meant that he was already thinking of new ways to get past the “limiting” nature of a screen with a border, he said in Apple’s post. “Experiencing spatial computing not only validated the designs we’d been thinking about — it helped us start thinking not just about left to right or up and down, but beyond borders at all.” Slack employee Chris Delbuck also said that he had come to think about the way the app might work in three dimensions in new ways. “I wouldn’t have been able to do that without having the device in hand,” Apple quoted him as saying. Apple is allowing any adult developer to apply to attend one of its “Vision Pro labs” for free, which are being held in a range of cities across the world. Developers must bring either an app they are working on for the Vision Pro, or an iPhone or iPad app that they want to see in augmented reality. Some reports have suggested that Apple has seen less interest for the labs than it might have hoped, possibly in part because it is not offering the labs on the east coast of the US. The labs have been “under-filled”, Bloomberg’s Mark Gurman reported earlier this month – which might explain why the company is so keen to stress the importance of attending the sessions. Read More iPhone 15 could bring two major changes to fix battery life iPhone owners to receive payouts from Apple iPhone 15: Global smartphone demand collapses as Apple aims to take top spot

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