- A research report from UBS claims that Apple has as many as 1000 engineers working on its AR effort in Israel.
- Apple has also made numerous AR-related acquisitions including PrimeSense and RealFace - both based in Tel Aviv, Israel.
- Tim Cook has repeatedly been a clear advocate of AR over VR due to its potential of bringing people together:
I regard [augmented reality] as a big idea like the smartphone. The smartphone is for everyone, we don't have to think the iPhone is about a certain demographic, or country or vertical market: it’s for everyone. I think AR is that big, it’s huge. I get excited because of the things that could be done that could improve a lot of lives. - Tim Cook