According to a report, Apple demonstrated its mixed reality headset to the company's 100 top executives at the Steve Jobs Theater last week.
In the latest edition of his newsletter “Power On” explained Gurman said the "significant gathering" is a "key milestone" ahead of the headset's planned public announcement in June. The event was intended to gather Apple's top employees around the company's next major platform. Since 2018, senior Apple executives have given a glimpse of the headset every year. However, these demonstrations were more like discreet glimpses into the project's progress than a showcase of the complete device. The most recent demonstration at the Steve Jobs Theater was reportedly a far more significant event that was "polished, glitzy, and exciting." While anticipation for the device's launch grows within Apple, Gurman added that the device will likely launch with some potential issues:
Apple introduces mixed reality headset internally: Important milestone reached
Additionally, the device will cost around $3,000, have no clear killer app, require an external battery that needs to be replaced every few hours, and have a design that some reviewers found uncomfortable. It will also likely launch with limited media content.
Apple executives are said to be "setting a realistic tone within the company" and are aware that "this product won't be an instant hit" but may follow a similar trajectory to the Apple Watch. Gurman believes the first version of the device "will look like a dud next to the company's existing products," but it's nevertheless "likely that Apple will become the market leader in mixed reality within a few months." Management expects consumer interest to grow as subsequent versions of the headset launch at lower prices. (Photo by ismagilov / Bigstockphoto)
