No doubt kicking off a year of intense speculation, Apple CEO Tim Cook just fielded a question about virtual reality on the company's quarterly earnings conference call.
So, what does the big man himself think? ""In terms of VR, I don't think it's a niche. It's really cool and has some interesting applications." this isn't a strong declaration of interest but seeing as the company has recently made some hires in the virtual reality space and the question was being asked by the same analyst who kept asking about Apple's interest in TV, it's going to raise some eyebrows.
Honestly, with Apple's walled garden infra-structure and near-captive audience of Mac and iPhone users it seems like a great idea, and the buy in of a company like Apple could revolutionise the technology in a similar way to the success of the iPod, Pad and Phone.
Obviously, Apple also has it's hands full with the Apple Watch, iPad Pro and even their oft-rumoured self driving car, but everyone in tech seems to want a piece of the VR pie right now and "what are you going to do with VR?" is going to be a question a lot of people ask Apple going forwards.