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 "momentous gathering" is a "major milestone" ahead of the headset's public announcement, scheduled for June. The event was meant to gather Apple's top brass around the company's next big platform. Since 2018, senior Apple executives have gotten a glimpse of the headset every year, but those showings have been discreet glimpses of the project's progress rather than a showcase of the full device. The most recent showing 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.
It is said that Apple executives are "setting a realistic tone within the company" and are aware that "this product will not be an instant hit" but may follow a similar trajectory to the Apple Watch. The first version of the device "will look like a dud next to the company's existing products," Gurman believes, but it is nevertheless "likely that Apple will become the leader in mixed reality within a few months." Management expects consumer interest to grow as the next versions of the headset hit the market at lower prices. (Photo by ismagilov / Bigstockphoto)
