"The field of view, the quality of the display itself, it's not there yet", he says.
ARKit apps are now available exclusively on the iPhone and iPad, partly due to their portable nature, screens, cameras, sensors and processing power. 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. "Nor do I think the vast majority of people would be satisfied".
According to Cook, shopping will undergo a huge transformation thanks to AR and he thinks that no industry would be left untouched.
After being announced in June during the Worldwide Developers Conference, the first generation of ARKit apps were launched last month with the release of iOS 11. But none have been advanced enough to compare to the experience of trying on a attractive matte foundation or tricky pair of pants in store. "If you think about companies that offer a fair number of shoes, and [if a customer] sees a shoe and goes I want that one, you just want to point and [buy]".
Cook has been a vocal supporter of AR for some time, claiming its impact on consumer technology will be more profound than that of virtual reality (VR), despite the latter taking an early lead with hardware like the Samsung Gear VR and HTC Vive. While stating AR "absolutely will" be a part of future shopping, he said Apple isn't actively pursuing a presence in the retail space. While he stopped short of dismissing AR smart glasses altogether, he said Apple will wait until the technology's able to support a satisfactory experience.
One other area where Apple, AR and fashion might intersect? "We want to be best" Speaking in an interview with Vogue, Cook said this remains unrealistic and would require compromises Apple's not willing to make.
"There are rumours and stuff about companies working on those - we obviously don't talk about what we're working on", Cook says, "but today I can tell you the technology itself doesn't exist to do that in a quality way".
Microsoft has continued to forge ahead, if far from aggressively, with numerous companies working on applications for the HoloLens, and some, like various European motor companies, even weaving them into their workflow. "But now anything you would se on the market any time soon would not be something any of us would be satisfied with".