At an event in Ireland, where he was presented with an award to recognize “the company’s contribution to FDI in Ireland,” CEO Tim Cook took the opportunity to share his vision of augmented reality’s (AR) future, according to Silicon Republic.

“I’m excited about AR,” said Cook. “My view is it’s the next big thing, and it will pervade our entire lives.”

One significant area where AR differs from virtual reality (VR) is the potential for human interaction. VR tends to segregate individuals in their own virtual environment. Any interaction with other humans depends on them having access to VR equipment and being part of the same virtual environment. AR, on the other hand, is not as exclusionary.

“I think it’s something that doesn’t isolate people,” Cook continued. “We can use it to enhance our discussion, not substitute it for human connection, which I’ve always deeply worried about in some of the other technologies.”

Cook also sees the technology being used to help people perform hands-on tasks, especially ones they may not be familiar with. He used the example of changing the oil on a vehicle as the kind of task AR could help with.

Apple has made no secret of their faith in AR, even over its more buzz-generating sibling VR. The company has integrated AR into its visitor experience at the Apple Park, and both iPhones and iPads currently support AR. Cook’s comments give a small glimpse into why the company is so bullish about the tech.