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.

Related Roundup: Apple Vision Pro
Buyer's Guide: Vision Pro (Buy Now)
Related Forum: Apple Vision Pro

Top Rated Comments

StoneJack Avatar
13 months ago
3D TVs anyone?
Score: 11 Votes (Like | Disagree)
Cromulent Avatar
13 months ago
I'm interested to hear more about it, but I doubt I'd buy one.
Score: 11 Votes (Like | Disagree)
TheYayAreaLiving ?️ Avatar
13 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
13 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
13 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
13 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)

Popular Stories

iPhone 16 Camera Lozenge 2 Perspective Gray

Five Key Upgrades Coming to iPhone 16

Friday March 15, 2024 1:45 pm PDT by
The iPhone is Apple's top-selling product, and it gets an update every year. In 2024, we're expecting the iPhone 16 and iPhone 16 Pro lineup, with an arguably more interesting feature set than we got with the iPhone 15 and iPhone 15 Pro. Subscribe to the MacRumors YouTube channel for more videos. Capture Button All four iPhone 16 models are set to get a whole new button, which will be...
When To Expect New iPads Feature 1

Apple to Announce New iPads on March 26, Rumors Claim

Monday March 18, 2024 4:02 am PDT by
Apple is widely expected to release new iPad Air and OLED iPad Pro models in the next few weeks. According to new rumors coming out of Asia, the company will announce its new iPads on Tuesday, March 26. Chinese leaker Instant Digital on Weibo this morning 日发布%23">claimed that the date will see some sort of announcement from Apple related to new iPads, but stopped short of calling it an...
airpods 3 orange

Two New AirPods 4 Models Expected to Launch in September or October

Sunday March 17, 2024 7:56 am PDT by
Apple suppliers will begin production of two new fourth-generation AirPods models in May, according to Bloomberg's Mark Gurman. Based on this production timeframe, he expects the headphones to be released in September or October. Gurman expects both fourth-generation AirPods models to feature a new design with better fit, improved sound quality, and an updated charging case with a USB-C...
iphone se 4 modified flag edges

iPhone SE 4 Expected to Depreciate Heavily

Tuesday March 12, 2024 9:04 am PDT by
Resale value trends suggest the iPhone SE 4 may not hold its value as well as Apple's flagship models, according to SellCell. According to the report, Apple's iPhone SE models have historically depreciated much more rapidly than the company's more premium offerings. The third-generation iPhone SE, which launched in March 2022, experienced a significant drop in resale value, losing 42.6%...
General iOS 17 Feature Orange Purple

iOS 17.4.1 Update for iPhone is Imminent

Monday March 18, 2024 5:27 am PDT by
iOS 17.4.1 and iPadOS 17.4.1 should be released within the next few days, with a build number of 21E235, according to a source with a proven track record. MacRumors previously reported that Apple was internally testing iOS 17.4.1. As a minor update for the iPhone, it will likely address software bugs and/or security vulnerabilities. It is unclear if the update will include any other changes. ...
M3 iPad Feature 3

New iPads Likely to Begin Shipping in April

Monday March 18, 2024 9:52 am PDT by
Apple's new iPad Pro models with OLED displays will likely begin shipping to customers in April, according to information shared today by Ross Young, CEO of display industry research firm Display Supply Chain Consultants. Bloomberg's Mark Gurman also said the new iPad Pro models might not ship until "deeper" into April in his Power On newsletter on Sunday:I've repeatedly said that new...
iOS 17 Passkey With Apple ACCOUNT Feature

'Apple ID' Expected to Change to 'Apple Account' Starting With iOS 18

Sunday March 17, 2024 7:13 am PDT by
MacRumors was first to report that Apple was planning to rebrand "Apple ID" to "Apple Account" across its software platforms and websites like iCloud.com as early as this year, and now Bloomberg's Mark Gurman has corroborated this change. A mockup of the new Apple Account branding In his Power On newsletter today, Gurman said the new "Apple Account" branding will start to be used later this...