Apple’s Mixed Reality Headset Launch Pushed by CEO Despite Design Team’s Concerns
Apple CEO Tim Cook is reportedly pushing for the launch of the company’s mixed reality headset in 2023, despite the design team’s concerns.
Internal Struggle Over Launch Strategy
According to a Financial Times report, Cook sided with operations chief Jeff Williams in an internal disagreement over the launch strategy for Apple’s mixed reality headset. The design team believed that the market and form factor were not yet ready for the product’s debut, preferring to wait until lightweight smartglasses could be developed. However, the operations team advocated for releasing an earlier version of the technology as a VR-focused headset.
Cook’s decision to support the operations team appears to have set the stage for increased production and the recent surge in rumors regarding Apple’s purported Reality Pro mixed reality headset. This device is currently rumored to be unveiled at the Worldwide Developers Conference (WWDC) in June.
Former Apple Engineers Describe Pressure to Launch
The Financial Times report also features comments from former Apple engineers who worked on the project, who described the intense internal pressure to launch the product. One source stated that the launch had been postponed each year for the past few years.
The company reportedly expects the initial version of the product to have modest sales, with plans to ship approximately 1 million units during the first year. Given the rumored price point of around $3,000, this expectation is not entirely surprising.
A Departure from Traditional Apple Strategy?
The internal disagreement and potential launch of the mixed reality headset seem to diverge from Apple’s typical approach to product releases. As rumors and reports have circulated over the last few months, questions have been raised as to why Apple would enter the headset market at this time. However, the company’s intentions are likely to become clearer in the near future.
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