Apple is one of the most innovative companies in the world, constantly pushing boundaries with its products. The company has been rumored to be working on a mixed reality headset for years, and reports suggest that the device will finally be revealed at the upcoming WWDC developer’s conference in June. However, there are various concerns and doubts surrounding the headset’s potential for success in the market.
Why Ship Soon?
Sources have questioned why Apple’s rumored headset needs to be shipped soon. Some internal skeptics are not convinced that the headset is a solution in search of a problem. Critics argue that while the VR and XR markets are still in their learning phase, Apple’s mixed reality headset may be too expensive and limited in features at launch. The device’s starting price of $3,000 may also hinder its sales.
Apple’s History in Established Markets
However, Apple has a history of entering established markets and changing them. The company shipped the iPad in a practically nonexistent market, but it went on to become one of their most successful products. Under Tim Cook’s tenure, products were not always fully defined at launch but still set new standards.
Competing with AR/VR Devices
Apple’s mixed reality headset will face competition from other AR/VR devices such as Meta’s Quest 2 and Quest Pro, PlayStation VR2, and others. But Apple believes that by connecting the device with other Apple products, it can enhance their features.
Internal Divide
Reports suggest that Apple’s staff is divided on whether to launch the headset now or later when it’s more functional. Some employees have left the project because they doubt its potential, while others have been fired for slow development. Despite these obstacles, some executives expect interest in the mixed reality headset will grow as more versions come out.
Iterations and Investment
The success of the headset will depend on how much time and iterations Apple invests in it. Apple’s previous products, like the first Apple Watch and iPhone, were not initially well-received but improved over time. Apple analysts predict that Apple will likely ship less than 500,000 units this year due to product shipment delays related to “software-related issues.” However, Apple is reportedly working on a version that costs $1,500—half of what the initial headset costs—which will come out within two years of the first launch.
A Nascent Market?
Despite concerns about the market’s nascency, Apple thinks it can sell about a million headsets in the first year of launching, per Bloomberg. This would break down to around $3 billion in revenue. The form of the headset, as with other VR and AR devices, is expected to evolve over time. However, for now, the device does not yet have a consensus “killer” app.
In conclusion, Apple’s mixed reality headset has been highly anticipated for years. While there are many doubts surrounding its potential success in a nascent market and its high price point at launch, Apple has a proven track record of entering established markets and changing them. The success of the device will depend on how much investment and iterations it receives, and whether it can ultimately find a solution to a problem consumers are willing to pay for.
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