This unprecedented product, which represents a real technical and commercial challenge, seems to be postponed again. This situation does not bode well for this product, which perhaps creates too many expectations.
Rumors have been circulating for years about Apple’s mixed reality headset, which has been in development for a long time and whose presentation has been postponed several times. However, according to Bloomberg journalist Mark Gurman, the presentation of this helmet would eventually take place during WWDC 2023, which is scheduled for June 5, 2023. This is not the opinion of another specialist, Ming-Chi Kuo, who announces another postponement.
As Apple is not very optimistic that the AR/MR headset announcement will replicate the amazing “iPhone moment”, the mass production schedule has been pushed back another 1-2 months to mid to late Q3 23. The delay also increases uncertainty as to whether the new device…
— 郭明錤 (Ming-Chi Kuo) (@mingchikuo) March 30, 2023
The industry needs a breath of fresh air
The mixed reality, augmented, and virtual reality industry needs a breath of fresh air, and Apple’s entry into the field could spark renewed interest. In fact, Apple could redefine the concept of VR and AR thanks to its mastery of the value chain of its products and its market dominance. However, an immediate revolution is not to be expected.
Apple doesn’t seem ready to get started, headset prices remain high and applications are still few and far between. Especially since Apple is unlikely to manage to change the game from the first generation of its headphones. Virtual and augmented reality has yet to reach the general public outside of video games, and the failure of Meta doesn’t reassure anyone.
An announced outage?
The Apple Reality Pro/Glass headset, as it would be called, could try to follow the same path. It is likely that Apple will present a product atypical for the brand. We’re talking about a product that isn’t necessarily pretty, with a few flagship applications at the start and a steep price (according to reports, around 2,000 to 3,000 euros). All this raises doubts about the effective presentation of the helmet and its commercial success.
Apple’s first-ever mixed reality headset is not only a significant technical challenge, but also creates a lot of excitement within the Cupertino-based company. Internal disagreements have intensified in recent months, particularly over the commercialization plan for this novel product.
The general atmosphere surrounding the Apple Glass project would be very different from other projects that are usually developed: the enthusiasm and determination of the teams seem to have been seriously shaken, partly due to deep and legitimate questions. Some employees are reportedly raising concerns about the final price of the device, which is said to cost around $3,000. Even more worrying would be that the usefulness of such a product would be questioned by some employees who are skeptical about the real value of Apple Glass and the tangible contribution of mixed reality.
To follow us, we invite you to download our Android and iOS application. You can read our articles and files and watch our latest YouTube videos.