Just as everyone seems to be tired of the metaverse, Steve Jobs’ successor comes up with the company’s first mixed reality headset. Bloomberg Opinion columnist Dave Lee weighs in on Tim Cook’s next move.
Quite how much we’ll see of the headset at the Worldwide Developers Conference is not clear. Shipments in 2023 are expected to be a tiny fraction of Apple’s other products. But we can expect a product pitch outlining why we might one day want one. This will be a challenge: Other Apple products had a proven utility before hitting the market.
That’s not something Cook has in his repertoire, but he can at least take lessons from the launch of the Apple Watch. Its debut in 2015, included a US$10,000 18-karat gold version, glimpsed on the wrist of Beyonce, that sought to position it as both a tech product and a high-end fashion accessory. Time flies when you’re punching Rocky Balboa in the face. If Cook can position the headset as a lifestyle choice - more Peloton than PlayStation - he could have a hit.“History says that Apple has the potential to reach new audiences,” said JP Gownder, a Forrester analyst, “to communicate about what the value of things is, in ways that other vendors may not have done in the past".
And the fact remains that at a moment in time when most of us are working out how to use less tech and connect with the real world, mixed reality feels like further disconnection. There will be some people who will steer clear of Apple’s headset, not because they don’t think they’ll like it, but because they’re worried they will.
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