Apple's yet to enter the VR (virtual reality) market, but with a number of its rivals exploring the sector it would be no surprise if the Cupertino firm stepped into the arena - and a recent hire suggests it's already making movements.
Forbes reports Apple has just hired professor Doug Bowman, a top researcher in VR from Virginia Tech.
He joins a number of other VR focussed hires at Cupertino as Apple amasses a strong team of experts.
Apple has previously submitted patent applications for virtual reality headsets, although we're yet to see evidence of any hardware off the back of these.
It's certainly up to something though, and with the highly regarded Bowman now onside it's clear that Apple is thinking about how it can make its mark in VR.
Wishful thinking? Perhaps, but let us dream.