The Apple CEO is thrilled the company is working on AR as he feels it is the future of the industry.
He told Bloomberg: "I think it is profound. I am so excited about it, I just want to yell out and scream."
It comes after Cook revealed the company wanted to turn AR into a "mainstream experience" by embedding it into iOS 11.
He said previously: "The first step in making it a mainstream kind of experience is to put it in the operating system. We're building it into iOS 11, opening it to developers - and unleashing the creativity of millions of people. Even we can't predict what's going to come out.
"The technology's not complete yet. But that's the beauty to a certain degree. This has a runway. And it's an incredible runway. It's time to put the seat belt on and go."
Apple have recently released ARKit, a framework which allows develops to "create unparalleled augmented reality experiences".
A post on their developers website reads: "iOS 11 introduces ARKit, a new framework that allows you to easily create unparalleled augmented reality experiences for iPhone and iPad. By blending digital objects and information with the environment around you, ARKit takes apps beyond the screen, freeing them to interact with the real world in entirely new ways."
Explaining how it works, they added: "ARKit uses Visual Inertial Odometry (VIO) to accurately track the world around it. VIO fuses camera sensor data with CoreMotion data. These two inputs allow the device to sense how it moves within a room with a high degree of accuracy, and without any additional calibration.
"With ARKit, iPhone and iPad can analyze the scene presented by the camera view and find horizontal planes in the room. ARKit can detect horizontal planes like tables and floors, and can track and place objects on smaller feature points as well. ARKit also makes use of the camera sensor to estimate the total amount of light available in a scene and applies the correct amount of lighting to virtual objects.
"ARKit runs on the Apple A9 and A10 processors. These processors deliver breakthrough performance that enables fast scene understanding and lets you build detailed and compelling virtual content on top of real-world scenes. You can take advantage of the optimizations for ARKit in Metal, SceneKit, and third-party tools like Unity and Unreal Engine."