Mark Zuckerberg and Greg JoswiakGetty An Apple executive said the word metaverse is one he will "never use." Tim Cook previously said Apple avoids using the word because people don't know what it means. Mark Zuckerberg has centered his entire company around the concept. Apple executive Greg Joswiak took a playful dig at Mark Zuckerberg's vision for the metaverse during a conference on Tuesday.Joswiak, Apple's senior vice president of worldwide marketing, said metaverse is a "word I'll never use," when asked for comment on the subject at a conference hosted by The Wall Street Journal.