Apple's CEO [Tim Cook](https://appleinsider.com/inside/tim-cook "Tim Cook") is highly enthusiastic about AR and VR, a new profile reveals, a far cry from calling the technology a "flop" in his previous comments.

Cook has often been the subject of interviews from a wide variety of publications. As the cover star of _GQ's_ Global Creativity Awards 2023 issue, he discusses how he works and his legacy at Apple, but also revealing more about himself.

Tim Cook enthuses on AR and VR in GQ profile

Also covered by

Apple’s Tim Cook says AR and VR are for ‘connection’ and ‘communication’