Tim Cook 'cares about nothing else' than beating Mark Zuckerberg to a pair of truly smart glasses: 'It’s the only thing he's really spending his time on from a product development standpoint'

Photo of Tim Cook (Credit: Beata Zawrzel / NurPhoto—Getty Images)

• Apple and Meta have been pouring significant capital into augmented reality “smart glasses.” One source told Bloomberg that Tim Cook reportedly “cares about nothing else” from a product development standpoint. If he can beat Mark Zuckerberg to a pair of stylish smart glasses that make an impact in the market, he might just beat the accusations he doesn’t have the same panache for groundbreaking products as his predecessor, Apple cofounder Steve Jobs.

While the iPhone accounts for roughly 56% of Apple’s revenue, according to its quarterly earnings report released in January, the company’s CEO Tim Cook is hot for augmented reality, the technology that underpins the not-nearly-as-popular $3,500 Vision Pro headset. (Production on the Vision Pro reportedly halted in January amid slow demand.)