The CEO of Apple, Inc. Tim Cook announced today that the company will continue to invest in augmented reality.

The CEO released his comments when he was questioned about the current augmented reality hit game, "Pokémon Go", which is developed by The Pokémon Company, Niantic Labs, and Nintendo.

Tim Cook explained that "Pokémon Go" is a testament to what happens to apps that are innovative. He added that the app is giving the 'App Store credit' for empowering the developers to offer the product around the world. He said that augmented reality offers a great opportunity commercially. And he believes that augmented reality can be a huge hit, Macrumors reported.

Previous rumors suggested that the company, Apple, has a secret team researching and working on virtual reality and augmented reality. The report said that the company could embrace Ar/Vr in the future.

Apple Inc., has also acquired several augmented reality companies. These companies include Metaio, Flyby Media, and Faceshift. It is still unknown, however, how the company would incorporate these firms into products. Applications related to Photos and Maps could be the kind of product the company would make.

Earlier this year, Tim Cook made similar reactions about VR. He calls it more than just a niche product and it has interesting applications and it is really cool.

Apple is already well-suited for augmented reality and virtual reality products. There are already a billion of iOS product out in the world. Most of these products are using 64-bit processors that are available in most of Apple's product devices, Digital Trends reported.

The release of the new iPhone 7 will make Apple's hardware more robust and take advantage of augmented reality features such as QuickTime, OpenCL, OpenGL, Quartz Composer, Core Video, Core Audio, Core Animation, and high quality camera and display.

It seems, therefore, that "Pokémon Go" is not the end of augmented reality.