We’ve been talking about the possibility of Apple launching an extended reality headset for so long, we may not realize we’re just weeks away from seeing it. A headset that will change the way we work with our devices and take our interaction with technology to the next level.
So close is its launch, as far as we know, that last week, Apple presented said extended reality helmet to the company’s top 100 executives at the Steve Jobs Theater. Something we know thanks to the latest edition of Mark Gurman’s newsletter. The meeting has been described as a “key milestone” ahead of the device’s public launch, which is expected in June.
A launch closer than it seems
According to Gurman, Apple’s senior executives have been watching the project’s progress on an annual basis since 2018, but previous demonstrations were just small details rather than showcases of the full device. However, the presentation at the Steve Jobs Theater was, to date, the most significant demonstration, as the device looked “polished, shiny and exciting”.
That said, Gurman qualifies some facts about the new device. The Bloomberg reporter focuses on the price, around $3,000, or the need for an external battery that will last several hours. Because of this, he comments that Apple executives are being “realistic within the company” and understand that the device will not be a success from the beginning, following a similar trajectory to the Apple Watch.
The truth is that, as far as we know, this is exactly the plan. The launch of this extended reality headset is right now for developers. That’s exactly why we think it may be presented during WWDC 2023. The price, artificially high, would aim to avoid mass adoption, although those most interested in the product will be able to start testing it.
A staggered launch strategy to give developers time to build software for the product. The software is paramount to the success of the device, and without the device itself available, the software cannot be developed.
Gurman himself states that the first version of the device “will look like a flop next to the company’s existing products,” but that it is still “likely to make Apple the market leader in mixed reality within a few months.”
A very different launch strategy than what we saw with the Apple Watch, which could have benefited from a larger software offering at launch. With a second version of the extended reality headset already in development, as far as we know, company executives expect market interest to increase as subsequent iterations of the headset are released at lower price points in the future.
Recall that Apple has been working on mixed reality for years, and as Tim Cook has talked about his interest in the technology in the past. In a 2019 interview with Vogue magazine, Cook said, “Augmented reality will be a key part of the future.” He has also talked about how augmented reality and virtual reality can transform the entertainment and gaming industry, as well as the way we work and learn.
For now while we witness the change of strategy in the development of iOS 17, we will continue to wait, but it is clear that the launch of Apple’s extended reality helmet is a big step for the company. One that the company’s top executives already know about and one that, sooner rather than later, we will know about as well.
