EXCLUSIVE: Apple's Tim Cook On The Future Of Fashion & Shopping

Imagine that you’re out to lunch, and in walks a woman wearing a terrific-looking coat. Who designed it? Did she buy it last season, or is it still on sale? Covertly, you give her coat a quick scan on your smartphone, find out it’s available on Farfetch, and moments later it's on its way out for delivery.

According to Apple CEO Tim Cook, that future may not be far off. In a sit-down interview with Vogue, the leader of the world’s most valuable technology company said he is betting big on augmented reality (AR), which he believes will transform everything from runway shows to shopping. “I don’t think there is any sector or industry that will be untouched by AR,” he said.

Fashion shows are particularly ripe for AR intervention, he said: “If you think about a runway show in the fashion world, that's a great application of AR because some of these, you want to see the dress all the way around, you do not want to just see the front.” That kind of experience is all the more important now that runway shows are catering to a wider consumer audience watching online, and not just those seated in the front rows, he added.

At the end of September, Burberry — always one to take advantage of new technologies ­— introduced a new AR feature to its flagship iPhone app. It allows users to overlay Burberry-inspired digital illustrations by the artist Danny Sangra onto their camera view, which they can then share with their friends on social media. The feature was built using ARKit, a new toolset from Apple that enables software developers to more easily build AR experiences on iPhones and iPads. Unveiled at its annual developers’ conference in June, it officially hit the market with the launch of the iPhone and iPad’s latest software update, iOS 11, in September.

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