Apple has hired two experts--Zeyu Li, who had worked at augmented reality (AR) startup Magic Leap and Yury Petrov, who had worked with Oculus VR, Facebook's virtual reality(VR) platform.

Virtual reality "probably has a lower commercial interest over time" and that "augmented reality is the larger of the two, probably by far" technology website The Verge quoted Cook as saying.

Apple will continue to invest in augmented and virtual reality research and the company already has hundreds of people working on AR and VR, with an aim to eventually build some kind of headset, the report added.