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    • <Location: Apple Park 2, Steve Jobs' theater. September 6, 2022>
      <On stage: Tim Cook>
      <Music: Skrillex and Adele performing something that sounds like a new James Bond soundtrack>

      "Welcome to Apple Park. Today you will see the work that Steve Jobs and I started 15 years ago with a small team in Cupertino that explored how computing would change and today you are seeing the results of that work. It came from the same building that brought you the Apple II, the Macintosh, and the original iPhone, each of which changed how we work, entertain, connect, capture, educate, share, and play with each other."

      "First, let's start with the iPhone. The iPhone 2022 builds on our leadership in 5G radios, bringing true 25 gigabits per second at peak speeds which means we can deliver experiences humans have only dreamed about. But the iPhone no longer is something you really need to touch very often, even though it still has a great retina screen. Why? You'll see in a moment. What is important is that packed inside is a much more powerful GPU that we've been working on for the past decade and blows away any other's performance. Also, we built a powerful new AI chip that can recognize huge numbers of objects in the world every second, and we put in a powerful new processor, and a new low-power wireless chip so that devices you wear, whether on your wrist (later you'll see our new watch series), or on your face, or in your car, can easily connect to the new iPhone. Look at it as a hub for your computing world that you will put in your pocket or purse that will run your world."

      "But that isn't why I'm excited to be in front of you today, even though it represents billions of investment and much hard work here in Cupertino, in our new R&D facility in Israel, and our labs in China."

      "Let's get to it. Introducing a complete change to how you do computing. The fourth paradigm of our personal computing age. The Apple II got us to use personal computers. The Macintosh made them easier to use. The iPhone put computing in our hands. And now, the fourth paradigm from Apple: the iGlass."

      "First, let's see how they look. Jony Ives, please come on stage..." (He walks on stage with some famous designers and they show off several frames and how they look, Jony explains the effort it took to make the glasses "Apple ready" because they need to be small, lightweight, and look better than a pair of RayBans or Oakley glasses). Then Jony and team leaves the stage and Tim Cook comes back...

      "Aren't they beautiful? That's important because if you don't like wearing them, even in a bar or on a date or at the gym or while you work at Starbucks the full opportunity of this new paradigm won't be delivered."

      "Now, I assume many of you are saying 'I hate glasses.' I do too. But over the next hour you will see why there isn't an alternative to glasses to bring you the next paradigm of computing and just how deeply they will change your lives."

      "First, let's start with screens. Look at the laptop here on stage. If you are sitting in front of it you have a screen angle of about 10 to 20 degrees. If you want to use such a nice big screen you have to carry it around. Plus, making such a large screen is expensive. And if you need two of them, like many workers do, who work on source code, or 3D models, or, who, even want to look at Twitter and Facebook at the same time, you need to have space.

      "Let's turn on the glasses. Now, see, you have a bigger virtual monitor in front of you than your laptop. Notice, too, that it is just as sharp and colorful. But wait, you can make that monitor bigger. As big as the wall behind me. And that's not all, you can have as many of these virtual screens as you want. So we can open CNN over there. Gmail over on that side. Facebook up above. Tweetdeck over here. Your source code over here. Your Amazon servers down here. Your Twitch channel chat over there."

      "Isn't that amazing? We call this "Infinite Retina" and it's available from Apple starting November 1, you'll want to go into an Apple store to see just how deeply this will change how you watch TV, how you work, how you play, how you keep up with the world."

      "But that's just the beginning. In addition to Infinite Retina you also get Infinite AR. For years now we've been showing you augmented reality, thanks to our ARKit and our wonderful developers who have built new ways to shop, new ways to measure your world, new games, new educational experiences. Today Apple is announcing Infinite ARKit for developers, which takes all that work and, with just a small bit of work brings their augmented reality experiences out of the small screens that your iPhone and iPad represents and into the infinite screen world that iGlass brings."

      "To show that to you, let's welcome John Hanke, founder of Niantic, to the stage to show you a new kind of Pokemon: Infinite Pokemon, developed by both Niantic and Apple to show you just how amazing your world is about to be once you get iGlass."

      (John comes on stage and shows off the new Infinite Pokemon, where Pokemons walk/move around your world, following rules of the road developed by the teams who are working on Apple's self-driving car project. They stay on sidewalks, jump off of trees, and taunt you to catch them. When you do catch them you open your hand and they give you a little performance right in your hands. Some sing. Some dance. Some do magic tricks. Some tell you a funny joke.)

      <Tim comes back on. Says that's just a little taste of how gaming will change, more later, but he says that if these are only about gaming then only teenagers will care, and the iGlass will change every bit of human life. So, to show that, let's talk about education, he says>

      "Education is about to have a revolution due to iGlasses. Apple really is here because in the early days Apple donated computers to many schools, getting kids to dream about a new world (I was one of those kids, by the way, and helped unbox the first personal computers Hyde Jr. High in Cupertino had ever owned, way back in 1977).

      "Many kids can't learn from books. Or, it is even uncool to learn from books in some schools (I know one kid who was beat up for carrying books to school). But iGlass lets you learn much faster. You learn without reading. You learn without having to map a 2D image of something in your mind. Let's show you what we mean. Let's bring Shafi Ahmed out. He's been using them to teach his students how to do surgery"

      <Shafi comes out and shows why his students learn faster using iGlass than any other previous technology. Then he brings out Jeremy Bailensen, who runs Stanford's VR lab, and he shows the studies he, and other academics, have been doing for years, showing students, even quarterbacks, learn faster and better using spatial computing>

      <I could go on for many thousands more words, and we did in our book "The Fourth Transformation" which is all about this stuff, but just was three years too early. All education will be improved by the glasses, but at first they will be aimed at college and high school because younger kids won't have the thousands of dollars that the new iPhone and new iGlass will cost >

      Apple will show how these solve pain better than morphene. How they help autistic people learn to work with people better. How they can be used to make a factory much more efficient, and much faster to train new workers for their jobs. How Hollywood is about to see an explosion in new kinds of immersive entertainment.

      Why do I know all this? Because as I post this Magic Leap is having a hackathon and many of these kinds of things are being built on Magic Leap today. Soon we'll see a new Hololens from Microsoft. In 2020 Facebook will start showing off its spatial computing glasses too. Then Apple will enter after everyone else shows their hand with the pair we all want.

      Only Apple has all the ingredients to make the meal. Stores, where you can try them out. A brand you are happy to wear on your face. Developers who will build millions of apps in the first year. A supply chain that can make hundreds of millions of them (I expect to spend $1,500 on the new iPhone in 2022 and $1,500 on the iGlass, along with $500 on a new watch, which will bring tons of new sensors that will help the iGlass, and $200 for new noise cancelling AirPod headphones, which will make the glasses a lot better sounding.

      I'm going to be first in line for these glasses. Who will be there with me?

      Oh, and I won't be shocked if for the "just one more thing" part of the presentation that Tim Cook invites Elon Musk to stage, where Elon shows off the new Tesla pickup truck and shows how iGlass is integrated into every part of owning, using, and calling a Tesla. In one presentation Elon and Tim could decimate Uber, Lyft, and Didi, but that's another post for another day.

      Have a great weekend, I'm building a company that will support these iGlasses and am keeping a Twitter list of the best 400 people and brands who are in this space at https://twitter.com/Scobleizer/lists/best-of-immersive

      If you hate this idea, feel free to comment too, but be warned. You are betting against at least $10 billion of investment so far, and maybe more that I don't know about, that's going into the development of the glasses, not just at Apple (I have friends who I used to work with at Microsoft who are building these at Facebook and they tell me the investments that Zuckerberg is making are stunning).

      Anyway, the future is coming, and I'm starting to build and connect. You?

    • Markos Giannopoulos

      Sorry to sound negative about this but I remember a similar post 2-3 years ago. Meanwhile, my Oculus Rift is collecting dust.

    • Chris MacAskill

      Ha! I remember showing up at Apple's Palo Alto store the day before iPhone 1 went on sale and you were already there at the front of the line. My group stayed up talking with Bill Atkinson until 3 in the morning, then slept on the sidewalk.

      You were the first out of the store, and wearing a SmugMug hat! That photo seemed like it went viral.

      This time you have to let me be the second customer. I don't know why I seem to be the only person who has a camera built into dark glasses, so I can film the kids on roller coasters. It's so much easier than trying to rig up a GoPro, and that goes for a lot of activities like skateboarding, skiing, yada. Anyway, glasses are cool again.

      Wait, Infinite Retina? How does that work when you're looking at such small lenses? That would be the killer feature for me if it's possible.

    • Having worked for Steve Jobs and followed Elon Musk closely, they always think they can do it faster than they can. But eventually they deliver some pretty amazing stuff.

    • It would have been very useful for people escaping Paradise, CA to be able to share their glasses' camera feeds with first responders to help with firefighting and rescue. Sure, you could do the same with cellphone cameras, but glasses would capture images you would be too busy to record.

    • The job of the CEO is to distort reality with their vision. The job of engineering is to keep the CEO from sounding completely ridiculous.

    • Without a doubt the future you depict is coming soon but I feel immersion without emersion will only give us an amplified version of what we are seeing today which is a flow of information controlled by organizational domains. It seems to me the monetization of eyeballs will become more literal playing off our primal instincts and majority rule if the status quo is left alone as smart glasses become a defacto appliance. But there is an enormous opportunity here to create a new dynamic to create value from the exchange of experiences between personal domains outside the influence of organizational domains. Where Vannevar Bush's associative trails are laid onto objects and situations surrounding us with associations not made by AI but by the interactions of the individual user to immerse themselves into an emergent landscape of experiences best speaking to their own curiosity and capabilities.

      I believe Tim Berner Lee’s Solid framework (Inrupt) to separate personal domains from organizational domains is a great first step toward this future but the question is will technologists, politicians, and the investment community be able to see past the interest of shareholders to build a future where the user is in control of their own experiences?  Give people a chance to to express their own potential and we might find an effective partnership between personal value and monetary value. The eternal optimist in me believes the immersive technologies you describe could be the carrot to build a new framework for people to push as opposed to being pulled.  We will “see”.

    • Do you think that this will widen the gap between the haves and have nots and create a society of participants and "unable to participates." Already the cost of monthly service is eliminating many people from continuous participation in the digital environment.

    • Absolutely it will which is why accessibility is so important. This is not a new problem though. How many of the global population still can't afford a device much less live in an area with a connection. Part of the solution is to find ways help people afford the technology through a combination of their own efforts, government subsidies, and private support. The tech is coming whether there is a disparity or not.

    • I agree that the tech will come.

      I agree that it will have an affect upon society and the status quo.

      But it is important to remember that advanced tech does not resolve the unending problem that under the sun all the efforts of men are ephemeral and do not produce equity no matter how hard people try. Utopia is always an unreachable star.

    • Paul Duplantis

      I agree we do not want to chase Utopia. 100% on board. But I also don't believe in the status quo of monetized awareness. I will never be convinced providing tools to help people better themselves is a problem. Just a difference of opinion.

    • I don't disgree with you that providing tools is not a problem.

      I just want us not to be like those who thought that the war of 1914 was the war to end all wars

      or

      that Mutual Assurred Destruction would bring about peace

      or

      that "This is the dawning of the age of Aquarius"

      or

      any other The Future Holds the Answer mentality

      There has never been a true "Golden Age" of humanity and humans haven't really changed from what they were thousands of years ago. Neither Invention nor technology has changed the character of man.

    • Yet somehow we have continued to evolve from the days of the Huns and Caligula. The character of HUmanS has evolved and we will continue to evolve. The light bulb illuminated ideas. The lever lightened our load. What can technology do for us next? I just refuse to believe there is not amazing potential locked up inside of all of us. If nature had the key we would have already been presented with it. Technology has the potential to help pry the door open is all I am saying. But I think we just see the world in a different way. But I completely respect your concerns and sincerely appreciate your feedback.

    You've been invited!