Apple Reportedly Demoed Mixed-Reality Headset to Executives in the Steve Jobs Theater Last Week
Apple showcased its mixed-reality headset to the company's top 100 executives in the Steve Jobs Theater last week, according to Bloomberg's Mark Gurman.
In the latest edition of his "Power On" newsletter, Gurman explained that the "momentous gathering" is a "key milestone" ahead of the headset's public announcement planned for June. The event was intended to rally Apple's top members of staff around the company's next major platform.
Senior Apple executives have apparently gotten a peek at the headset every year since 2018, but these demonstrations were discreet looks at the project's progress rather than showcases of the complete device. Situated at the Steve Jobs Theater, the latest preview was reportedly a far more significant event, being "polished, glitzy, and exciting."
While anticipation of the device's launch is growing inside Apple, Gurman added that the device is likely to launch with several potential issues:
Moreover, the device will start at around $3,000, lack a clear killer app, require an external battery that will need to be replaced every couple of hours and use a design that some testers have deemed uncomfortable. It's also likely to launch with limited media content.
As a result, Apple executives are said to be "striking a realistic tone within the company" with the understanding that "this isn't going to be a hit product right out of the gate," potentially following a similar trajectory as the Apple Watch instead.
The first version of the device "will look like a dud next to the company's existing products," Gurman believes, but it is still "likely to make Apple the market leader in mixed reality within a few months." Executives expect consumer interest to grow as subsequent iterations of the headset launch at lower price points in the future.
Popular Stories
In addition to updating many of its existing products, Apple is expected to unveil five all-new products this year, including a smart home hub, a Face ID doorbell, a MacBook with an A18 Pro chip, a foldable iPhone, and augmented reality glasses.
Below, we have recapped rumored features for each product.
Smart Home Hub
Apple home hub (concept)
Apple's long-rumored smart home hub should...
Apple is planning to debut a high-end secondary version of AirPods Pro 3 this year, sitting in the lineup alongside the current model, reports suggest.
Back in September 2025, supply chain analyst Ming-Chi Kuo reported that Apple is planning to introduce a successor to the AirPods Pro 3 in 2026. This would be somewhat unusual since Apple normally waits around three years to make major...
Apple is working on a small, wearable AI pin equipped with multiple cameras, a speaker, and microphones, reports The Information. If it actually launches, the AI pin will likely run the new Siri chatbot that Apple plans to unveil in iOS 27.
The pin is said to be similar in size to an AirTag, with a thin, flat, circular disc shape. It has an aluminum and glass shell, and two cameras at the...
Over the last few months, rumors around the iPhone 18 Pro's front-panel design have been conflicted, with some supply-chain leaks pointing to under-display Face ID, reports suggesting a top-left hole-punch camera, and debate over whether the familiar Dynamic Island will shrink, shift, or disappear entirely.
Today, Weibo-based leaker Instant Digital shared new details that appear to clarify the ...
Apple is expected to release MacBook Pro models with M5 Pro and M5 Max chips soon, but you might want to pass on them, as bigger changes are around the corner.
It has been reported that the MacBook Pro will be receiving a major redesign in late 2026 or in 2027. Six new features have been rumored so far, including an OLED display, touch capabilities, a Dynamic Island, M6 Pro and M6 Max chips...
