Here's another hint Apple is working on AR

Apple is usually secretive about its upcoming products, but that didn't stop CEO Tim Cook from dropping hints about the company's next big thing.

Earlier today, Cook was asked for his thoughts about virtual reality storytelling in an interview with Good Morning America.

"There's virtual reality and then there's augmented reality," Cook said. "Both of these are incredibly interesting, but my own view is that augmented reality is the larger of the two, probably by far. "[Augmented reality] gives us the capability for both of us to site and be very present, talking to each other, but also have something visually for both of us to see."

This isn't the first time Cook has spoken about AR and VR. In August, he revealed that Apple is doing a "lot of things" with augmented reality. This revelation came weeks after he confirmed Apple was investing in the tech.

Cook wasn't completely dismissive of VR today, though. "Virtually reality closes and immerses the person into an experience that can be really cool but probably has a lower commercial interest," he said. "But there's some very cool areas for education and gaming that we have a lot of interest in."

Doubling down on AR

Cook's Good Morning America wasn't the first time the CEO dropped hints about Apple's plans for augmented reality.

"We are high on AR for the long run," Cook said during an Apple earnings call in July. "We think there's great things for customers and a great commercial opportunity. So we're investing."

Cook cited the massive success of Pokémon Go as "incredible," bringing the use of augmented reality into the mainstream. The mobile game has exceeded more than half a billion downloads and Apple gave its developer, Niantic, center stage during its iPhone 7 event to show off the game running on the Apple Watch. The mobile game will eventually come to Google's Android Wear smartwatch platform as well.

Apple reportedly put together a team of experts to work on its augmented and virtual reality initiatives, according to a Financial Times from the beginning of this year. This news broke after Apple confirmed is acquisition Flyby Media, a startup that helped Google develop is Project Tango 3D-mapping technology.

It's unclear what product Apple will actually create that will incorporate augmented reality. Will it make a headset like Microsoft is doing with Hololens? Perhaps Apple will create an AR experience that won't require a headset at all.

Apple has been in a rut lately, only offering incremental updates to its products like the iPhone 7 and Apple Watch Series 2. With augmented reality on the horizon, Apple may finally wow us again with "one more thing."