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.

Steve Jobs Theater dusk
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.

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Top Rated Comments

StoneJack Avatar
12 months ago
3D TVs anyone?
Score: 11 Votes (Like | Disagree)
Cromulent Avatar
12 months ago
I'm interested to hear more about it, but I doubt I'd buy one.
Score: 11 Votes (Like | Disagree)
TheYayAreaLiving ?️ Avatar
12 months ago
I have a feeling even Apple is tired of working on this product.

I will demand to buy this Apple Mixed Reality AR/VR Headset and then demand to return it.
Score: 9 Votes (Like | Disagree)
gleepskip Avatar
12 months ago
There's an order of magnitude price difference between Apple Watch and the rumored price of this product. I don't see how they will conform to a similar demand curve. Series 0 watches were impulse buys for some people at $350. Not many people will squander $3000 on a novelty product.
Score: 9 Votes (Like | Disagree)
ProfessionalFan Avatar
12 months ago

'Adult content' is a thin niche market (I hope).
It isn't, it is a pretty big market. The old saying "Sex sells" is not a fake statement.
Score: 8 Votes (Like | Disagree)
prime17569 Avatar
12 months ago
My guess is that this will be like the first-gen Apple Watch: slow, underpowered, and no clear direction. If they market it correctly and developers get on board, then it will probably find its niche or killer app a couple years in. It'll probably take the Apple AR glasses to replace the iPhone.

I wonder what the Xcode simulators would look like for this device. If apps could be developed using the simulator (or using an iPhone's limited AR capabilities) then it would make it a lot easier for the ecosystem to grow despite the high price of the device.
Score: 8 Votes (Like | Disagree)

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