It appears that the much-anticipated AR/VR headset from Apple, potentially named ‘Reality Pro’, may finally be making its long-awaited launch in the coming months. To ensure a successful launch, reports suggest that Apple recently conducted a demo of the device for a number of high-level executives at the prestigious Steve Jobs Theater last week.
According to the latest edition of Bloomberg reporter Mark Gurman’s Power On newsletter, which was spotted by MacRumors, a select group of high-ranking Apple executives recently had the opportunity to witness the company’s AR headset in action during a momentous gathering. While the official announcement of Apple’s AR headset is expected to take place in June, it is not yet confirmed whether the device will be revealed during Apple’s WWDC 2023 keynote. There is a possibility that a preview of the AR headset may be offered in a few months, with the official release following sometime afterwards.
Previous demos of the AR headset given to Apple executives since 2018 are reported to have offered only a limited glimpse of the device’s capabilities, rather than a comprehensive demonstration of its full range of features. However, given that the AR headset is expected to be released later this year, it is likely that the most recent demo provided to Apple executives was more in-depth and showcased the device’s full capabilities, offering a better understanding of what the mixed-reality headset can do.
As per today’s report by The New York Times, anonymous employees at Apple have voiced their doubts about the company’s upcoming AR/VR headset. The skeptical remarks from these employees suggest uncertainty about the potential success of the device in the market.
The New York Times has reported that Apple’s upcoming AR/VR headset has failed to garner unanimous support from its employees. Unlike some of its past product launches, some workers have expressed doubt about the device’s potential to appeal to customers, leading to some employees leaving the project. This mixed feedback from within the company indicates a lack of consensus on the device’s market potential.
As reported by The New York Times, Apple plans to pitch the AR headset primarily as a “copresence” device, with a focus on augmented reality videoconferencing and meetings. This feature is likely to be especially appealing to businesses, as it could revolutionize remote collaboration and communication. Additionally, Apple believes that the headset will have creative applications, such as the ability to edit images and video in 3D space. Finally, the company plans to position the headset as a personal TV cinema, with partnerships with Hollywood creators, including Jon Favreau, to develop content for the device. These three key features are likely to be the primary selling points of the AR headset, with Apple hoping to appeal to a variety of different audiences, including businesses, creatives, and entertainment enthusiasts.
The upcoming first-generation Apple mixed reality headset is expected to be a state-of-the-art device, featuring high-resolution displays, advanced cameras and sensors, and a powerful Apple Silicon chip, all encased in a lightweight carbon fiber enclosure. However, as previously rumored, this cutting-edge technology will come with a steep price tag of around $3,000.
It is true that the rumored $3,000 price tag of the AR headset may limit its potential success, as it is a considerable investment for most consumers. As previously mentioned, with a limited number of units expected to be shipped this year, it is clear that Apple’s primary goal is to gauge consumer interest in the product. Ultimately, the success of the AR headset will depend on its ability to offer a unique and compelling experience that justifies its high price tag.
According to the New York Times, the upcoming AR headset may be more appealing to businesses than the general public. This is likely due to the high price tag and specialized features of the device, which may not be as attractive to individual consumers as they are to business users. Nonetheless, it remains to be seen how well the AR headset will perform in the market, and whether its potential appeal to businesses will be enough to drive significant sales.
Reports suggest that Apple is already developing a second-generation mixed reality headset that is expected to debut in late 2024 or early 2025. While details about the device are still scarce, insiders believe that the new headset will be priced significantly lower than its predecessor, though it may still be expensive enough to limit its mass appeal.