Apple on Monday unveiled its long-awaited virtual reality headset, dubbed the “Vision Pro” — the tech giant’s first major product since launching its AirPods in 2016.
device and it At a whopping $3499, at the moment is intended for developers of video games and other applications, not the general public. But Apple’s entry into the growing market for the virtual reality and so-called augmented reality segment could spur consumer interest in what remains a fairly niche tech product. Apple said the headphones, which Apple calls the world’s first spatial computers, will be available early next year on Apple.com and in retail stores across the United States.
“Just as the Mac introduced us to personal computing, and the iPhone introduced us to mobile computing, Apple Vision Pro introduces us to spatial computing,” Apple CEO Tim Cook said Monday, introducing the VR device at Apple’s Worldwide Developers Conference.
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The new headset has Apple playing catch-up in the virtual reality arms race, with competitors like Google and Facebook owner Meta already making forays into the growing space.
However, late entry into the market has worked for Apple with other products, such as smartwatches, because it allows the tech giant to wait while other companies test new markets first, according to Wedbush Securities technology analyst Dan Ives.
“They’re not hemorrhaging,” Ives told CBS MoneyWatch. “They’re waiting for other companies like Google and Meta, and then come in a few years and create a market for the product, because people love Apple.” “They don’t care if they’re first, second, or third in the market because they know they have an unparalleled ecosystem that they can tap into.”
The first Apple product to “see through, not look at”
Apple bills the new device, which it calls a “spatial computer,” as a device that gives users a “magical” experience.
“This is a day that took years to make,” Cook said. “Blending digital content with the real world” will create extraordinary experiences, he said, adding that the stylish goggles are the first Apple product that “you look at, not look at.”
Device users can access the apps they used to see on their iPhone home screen superimposed on the physical environment in front of them. Users control Vision Pro with their eyes, hands, and voice.
It is powered by Apple’s proprietary M2 and R1 chipsets, which allow the device to remain silent and stream images without delay.
What can you do?
Headphone wearers can interact with apps they normally access through mobile devices, as well as watch TV and movies and stay in touch via Apple’s Facetime video conferencing tool. They can also enter immersive environments of their choice, play video games, and view and share photos, according to the company.
Will people buy it?
Previous failures from other headphone makers, such as Google Glass, could offer a cautionary tale, experts say, but Apple has a built-in user base that other companies lack.
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“It’s easy to write off a VR headset, but people wrote off the Apple Watch until Apple came out with it,” Ives said.
Ives said he believes announcing the product will be a win for Apple in Cupertino, California.
“It will solidify Apple in the developer community, and I think ultimately this is just one part of a broader AI strategy that Tim Cook is putting out over the next 12 to 18 months,” he said.
He expects Apple to sell approximately 150,000 headphones in 2024 and a million in the second year of selling at a lower price.
Since 2016, annual shipments of virtual and augmented reality devices have averaged 8.6 million units, according to research firm CCS Insight. The company expects sales to remain sluggish this year, with sales expected to be around 11 million devices before gradually rising to 67 million in 2026.
— The Associated Press contributed to this report
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