Apple CEO Tim Cook attends the Allen & Company Sun Valley Conference on July 08, 2021 in Sun Valley, Idaho.
Kevin Dietsch | Getty Images
At Apple’s annual launch event this week, it revealed new iPhones, iPads and Apple Watches, all of which were refinements of previous models.
What Apple didn’t release, however, was a new kind of product — Apple’s “next big thing” which customers hope will be extremely cool and investors hope will drive another decade or more of Apple growth, like the iPhone did before it.
In previous years, Apple and its CEO Tim Cook have emphasized “augmented reality,” or AR, which is a term for a collection of technologies that use advanced cameras and modern chips to be able to understand where objects are in relation to the user and place computer graphics or information over a screen showing the real world.
Eventually, believers like Facebook’s Mark Zuckerberg say augmented reality technologies will be bundled into a headset or glasses, which could represent a sea-change for the technology industry like how the original iPhone’s touchscreen created billion-dollar companies.
But at Tuesday’s event, augmented reality technology didn’t make an appearance, except for a brief mention of one AR app that runs on iPads.
Justine Ezarik, who goes by iJustine on her popular YouTube page, brought up the lack of AR at the launch in a video interview with Cook posted after the event.
In his answer, Cook repeated some of the things he’s said about AR in the past, but continued to be very bullish on the technology, calling himself “AR fan number one.”
“I think AR is one of these very few profound technologies that we that we will look back on one day and went, how did we live our lives without it?” Cook said.
Cook said that the main uses for AR technology include education, collaboration and shopping for furniture while making sure it fits in the user’s home.
“And that’s at the early innings of AR,” Cook said. “it will only get better.”
Competitors releasing glasses
AR backers say that wearing computer glasses will be a normal, everyday experience, like using a smartphone is today.
Apple has never confirmed it is building AR headsets, despite buying several startups working on key building blocks like transparent screens built into lenses and hiring hundreds of employees to work in its Technology Development Group on the project.
Some of Apple’s closest competitors have already released headsets.
The lack of AR announcements at Apple’s event is not a hint that Apple has given up on the technology. Apple’s launch events are focused on hardware and products customers can buy now — not providing clues about releases in upcoming years.
None of Apple’s new devices got AR hardware, unlike in the past few years, when some models added lidar sensors that can measure how far away an object is. The new iPhone Pro’s cameras do have improved night mode, which could be a useful feature for headsets in low-light.
So far, in public, Apple has generally treated AR as a software feature. It built tools called ARKit and RealityKit for app developers to make their own iPhone AR apps without doing hard physics like triangulating the location of the user or detecting hands and faces.
Those tools did make an appearance before Apple’s event. Users with AR-capable iPhones could download a file from Apple’s website that created a portal to a California landscape, which was the theme of Apple’s launch.
Apple’s new city navigation feature in Apple Maps.
Apple
The iPhone software launching on Monday, iOS 15, includes a mode where Apple Maps overlays walking directions onto the real world — big arrows telling the user where to go, on the iPhone’s screen — in a preview of what could be a major feature for a headset.
One challenge about these technologies is what to call them. Some people in the industry prefer the term “mixed reality,” which is less technical-sounding. The CEOs of Microsoft and Facebook, which are perhaps the most enthusiastic big companies about augmented reality, have started to talk about a “metaverse,” or a digital world overlaid on top of the real world.
Cook and Apple, for now, are sticking with “augmented reality.”
“There’s clearly different words out there. I’ll stay away from the buzzwords and for the moment just call it augmented reality,” Cook said in an interview with Time published this week.
White House trade advisor Peter Navarro chastised Apple CEO Tim Cook on Monday over the company’s response to pressure from the Trump administration to make more of its products outside of China.
“Going back to the first Trump term, Tim Cook has continually asked for more time in order to move his factories out of China,” Navarro said in an interview on CNBC’s “Squawk on the Street.” “I mean it’s the longest-running soap opera in Silicon Valley.”
CNBC has reached out to Apple for comment on Navarro’s criticism.
President Donald Trump has in recent months ramped up demands for Apple to move production of its iconic iPhone to the U.S. from overseas. Apple’s flagship phone is produced primarily in China, but the company has increasingly boosted production in India, partly to avoid the higher cost of Trump’s tariffs.
Trump in May warned Apple would have to pay a tariff of 25% or more for iPhones made outside the U.S. In separate remarks, Trump said he told Cook, “I don’t want you building in India.”
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Analysts and supply chain experts have argued it would be impossible for Apple to completely move iPhone production to the U.S. By some estimates, a U.S.-made iPhone could cost as much as $3,500.
Navarro said Cook isn’t shifting production out of China quickly enough.
“With all these new advanced manufacturing techniques and the way things are moving with AI and things like that, it’s inconceivable to me that Tim Cook could not produce his iPhones elsewhere around the world and in this country,” Navarro said.
Apple currently makes very few products in the U.S. During Trump’s first term, Apple extended its commitment to assemble the $3,000 Mac Pro in Texas.
In February, Apple said it would spend $500 billion within the U.S., including on assembling some AI servers.
CoreWeave founders Brian Venturo, at left in sweatshirt, and Mike Intrator slap five after ringing the opening bell at Nasdaq headquarters in New York on March 28, 2025.
Michael M. Santiago | Getty Images News | Getty Images
Artificial intelligence hyperscaler CoreWeave said Monday it will acquire Core Scientific, a leading data center infrastructure provider, in an all-stock deal valued at approximately $9 billion.
Coreweave stock fell about 4% on Monday while Core Scientific stock plummeted about 20%. Shares of both companies rallied at the end of June after the Wall Street Journal reported that talks were underway for an acquisition.
The deal strengthens CoreWeave’s position in the AI arms race by bringing critical infrastructure in-house.
CoreWeave CEO Michael Intrator said the move will eliminate $10 billion in future lease obligations and significantly enhance operating efficiency.
The transaction is expected to close in the fourth quarter of 2025, pending regulatory and shareholder approval.
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The deal expands CoreWeave’s access to power and real estate, giving it ownership of 1.3 gigawatts of gross capacity across Core Scientific’s U.S. data center footprint, with another gigawatt available for future growth.
Core Scientific has increasingly focused on high-performance compute workloads since emerging from bankruptcy and relisting on the Nasdaq in 2024.
Core Scientific shareholders will receive 0.1235 CoreWeave shares for each share they hold — implying a $20.40 per-share valuation and a 66% premium to Core Scientific’s closing stock price before deal talks were reported.
After closing, Core Scientific shareholders will own less than 10% of the combined company.
Two young men stand inside a shopping mall in front of a large illuminated Apple logo seen through a window in Chongqing, China, on June 4, 2025.
Cheng Xin | Getty Images
Apple on Monday appealed what it called an “unprecedented” 500 million euro ($586 million) fine issued by the European Union for violating the bloc’s Digital Markets Act.
“As our appeal will show, the EC [European Commission] is mandating how we run our store and forcing business terms which are confusing for developers and bad for users,” the company said in a statement. “We implemented this to avoid punitive daily fines and will share the facts with the Court.”
Apple recently made changes to its App Store‘s European policies that the company said would be in compliance with the DMA and would avoid the fines.
The Commission, which is the executive body of the EU, announced its fine in April, saying that Apple “breached its anti-steering obligation” under the DMA with restrictions on the App Store.
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“Due to a number of restrictions imposed by Apple, app developers cannot fully benefit from the advantages of alternative distribution channels outside the App Store,” the commission wrote. “Similarly, consumers cannot fully benefit from alternative and cheaper offers as Apple prevents app developers from directly informing consumers of such offers.”
Under the DMA, tech giants like Apple and Google are required to allow businesses to inform end-users of offers outside their platform — including those at different prices or with different conditions.
Companies like Epic Games and Spotify have complained about restrictions within the App Store that make it harder for them to communicate alternative payment methods to iOS users.
Apple typically takes a 15%-30% cut on in-app purchases.