Tim Cook and Craig Federighi are just some of the people that have their doubts about the Reality Pro.
Notably, Apple CEO Tim Cook was ostensibly not “deeply engaged in the specific design of the headset”. Additionally, other “key figures” such as Craig Federighi “have also kept their distance” and have “seemed wary of the headset”.
It should be noted that Apple does not place particularly high hopes on the commercial performance of the first-generation mixed-reality headset. As Gurman notes, “the company doesn’t see the headset being as immediately transformative as the iPhone” but believes it could eventually stand on equal footing with products such as the iPad and the Apple Watch.
Frankly, this would still be an incredible feat given the relatively niche nature of virtual and augmented reality technology at the moment. For the time being, Apple’s Reality Pro will mostly target professionals and will be marketed as a tool facilitating the creation of AR/VR content. Granted, such a move is not entirely surprising considering the projected $3000 price tag.
The big question surrounding the Reality Pro is the true extent of Apple’s intentions when it comes to AR/VR, and whether the company really believes the latter will be the next big thing as Tim Cook once said. Judging by Gurman’s piece, the Cupertino company might not be all that invested in AR/VR in the first place.
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