With Apple revenue declining steeply in Greater China, chief executive Tim Cook confirmed that the company is upping its investment in augmented reality technology.

During the company’s earnings call, Cook described the potential of AR as “really great”, particularly in the wake of the success of Nintendo’s Pokemon Go mobile game.

“We are high on AR for the long run, we think there’s great things for customers and a great commercial opportunity,” Cook commented.

“The number one thing is to make sure our products work well with other developers’ kind of products like Pokemon, that’s why you see so many iPhones in the wild chasing ‘Pokemons’.”

However, he expressed some doubt that AR was the next big thing. “There’s a tendency to call everything the next platform,” he added.

Apple reported a 33% drop year-on-year in Greater China revenues during its third quarter – and down 29% on the previous three month period, which itself represented a record-breaking drop in revenues for the company.

However, Cook stressed that 2015 was a particularly strong year for Apple, making it hard to live up to the standard set, and referred to unspecified strong results in India, with the iPhone SE doing well in emerging markets.

Earlier in the year, Google ousted Apple from the top spot on BrandZ Top 100 Most Valuable Global Brands ranking.