Apple could (finally) launch its mixed-reality headset, but the reality of success looks iffy
Ripe for launch… After seven years of development, Apple could release its mixed-reality headset this year, Bloomberg reported. The device, apparently dubbed “RealityPro,” aims to augment a user’s environment (think: graphic overlays), not completely immerse you in a virtual world, like Meta’s headsets. While the official use cases are still TBD, it could eventually be used for everything from playing games to hosting virtual work events.
- How it started: Apple unveiled its AR ambitions in 2017, with plans to hit the market as early as 2019, but development snags have kept launches on the back burner.
- How it’s going: Apple’s built a new operating system for the tech and has recently sent headset prototypes to software developers. While the headset could be ready for consumers by fall, kinks may muddy the timeline.
Big Tech reality check… Headsets would be Apple’s first new major product category since the Apple Watch — and could position it against rivals like Meta’s Oculus and Sony’s PlayStation VR. But so far it seems as if consumers aren’t going gaga for expensive gadgets to sport on your face. Last year global shipments of VR and AR devices dropped over 12%.
Apple might be bucking a trend… of people trying to be more connected to real-world experiences. Read: less glued to tech. We’re seeing this play out, from the underwhelming adoption of Meta’s Horizon Worlds to Gen Z ditching iPhone lenses for point-and-shoot cameras and even Polaroids. After pandemic years of being cooped up with gadgets, spending on IRL experiences like travel and dining is soaring. But if anyone can make headsets succeed, it could be the company that got the world hooked on its ecosystem of hardware and apps.