Apple employees are worried that the company's mixed-reality headset will be a $3,000...

[midian182]

In brief: Are you excited about Apple's upcoming $3,000 mixed-reality headset? Probably not, and according to a new report, neither are some of Cupertino's employees, who believe the company's debut in this area will prove an expensive flop.

Reports that Apple is working on an MR headset have been around for years, but it's claimed that the device will finally be unveiled at this year's World Wide Developers Conference (WWDC), usually held at the start of June, ahead of its release before the end of 2023.

According to a report by The New York Times, there are concerns within Apple that the headset will be a major flop, with some questioning whether the device is a solution in search of a problem.

Not surprisingly, that roughly $3,000 price, three times more than the high-end Valve Index, is a major cause of concern. Eight Apple workers who spoke to the publication said they were also worried about the headset's utility and its unproven market.

Some employees have left the project because they doubt its potential, while others have been fired due to a lack of progress on certain features, including Siri integration. Even Apple leaders have reservations about the headset, writes the NYT.

The report confirms that the headset looks like ski goggles and features a carbon fiber frame, has a hip pack containing the battery, uses an outward camera to capture the world, and comes with two 4K displays. Users can turn a "reality dial" on the device to increase or decrease real-time video pass-through from the world around them.

A presentation video was shown to 100 Apple executives at a corporate retreat five years ago. It showed a man in a London taxi wearing the headset while calling his wife at home in San Francisco, allowing the couple to share the sights together. The execs were reportedly excited by the headset's potential when it came to business applications such as videoconferencing, but that excitement has turned to skepticism for many. However, Bloomberg's Mark Gurman writes that the headset was showcased to 100 execs again at the Steve Jobs Theater last week. He believes it will launch with several issues and have little media coverage.

Apple expects its mixed-reality push to take years to pay off, following a similar playbook as its smartwatch, @markgurman reports in this week's Power On https://t.co/vUR0MFvkws

— Bloomberg (@business) March 26, 2023

Apple also wants to aim its headset at artists, designers, and engineers, who will be able to draw and edit in 3D space. And although it is designed more for businesses and enterprises, it will also double as a high-resolution television with custom-made video content from Hollywood filmmakers such as Jon Favreau.

The headset is expected to be unveiled in June, though some employees believe Apple could delay the launch in light of the shaky global economy.

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https://www.techspot.com/news/98083-apple-employees-worried-company-headset-3000-failure.html

 

[VitalyT]

I predict, Apple fanboys will buy it, praise all over the Internet, and then by the end of the year it will become a total write-off, because nobody else will buy it.

 

[Neatfeatguy]

I wonder if Nintendo will go the VR route and re-release the Virtual Boy. I would pick one up.

My Virtual Boy survived almost 20 years before it failed. Granted I didn't play it much the last 15 years I owned it, but I still enjoyed it for what it was. In fact, I'd much rather have a Virtual Boy over anything Apple releases.

 

[VariableSpike]

I wonder if Nintendo will go the VR route and re-release the Virtual Boy. I would pick one up.

My Virtual Boy survived almost 20 years before it failed. Granted I didn't play it much the last 15 years I owned it, but I still enjoyed it for what it was. In fact, I'd much rather have a Virtual Boy over anything Apple releases.

Seems like too much technological investment going by Nintendo's current strategy with the switch

 

[Puiu]

High end is not where the VR should be at right now. It's why I'll most likely pick up the Quest 3 as long as they keep the price around 500$.

 

[Uncle Al]

At that price it's already a failure!

 

[Avro Arrow]

Since there are a crap-tonne of people who are insane enough to pay well over $1,000 for a goddamn phone, I think that there will be enough people insane enough to pay $3,000 for this.

Apple shouldn't worry because it has programmed its customers almost as well as nVidia has.

 

[WhoCaresAnymore]

At that price it's already a failure!

You beat me to it

 

[kiwigraeme]

Do the top level in corporates use Apple - except as standalones ?

For production purposes $3000 is nothing - but is there enough serious software development tools on Apple .
Look at Video production - Apple can be as whimsical as Google fluffing end users around - ie Apple has shown it will screw over commercial users if it not making stupendous money like phones etc

Ie I would trust Microsoft in Commercial environment over Apple - given you pay Microsoft money they will support your Windows 7 for a decade more privately

 

[Rocky4040]

What a joke 3K they are nuts. Of course, they will proclaim they reinvented the wheel yet again and they are first to market with VR lol. I am sure though that Apple fanatics will line up for blocks to be the first to pay 3K for the very first VR devices ever sold on planet earth oh wait no they are not pretty much everyone else has had these out for several years now. Funny thing is VR is fizzling out just like most other niche products so Apple is very late to the game I would think. Of course, though the media and youtubers will praise these devices and proclaim they are a real steal of a deal at only 3K.

 

[Bobbydpue]

Since there are a crap-tonne of people who are insane enough to pay well over $1,000 for a goddamn phone, I think that there will be enough people insane enough to pay $3,000 for this.

Apple shouldn't worry because it has programmed its customers almost as well as nVidia has.

I don't think just having an Apple badge on a mixed reality headset would make it more likely to be purchased. MR is a tough sell as it is. I've got several Apple products, but I didn't buy them thinking Apple could do no wrong. I wouldn't buy a $3000 MR headset from anyone unless there's a game or app on it that's truly amazing and I can't get it anywhere else.

If Apple made the best gaming VR headset with a platform to support it people might buy it, but Apple doesn't care about gaming or giving customers what they actually want. As far as I know no Apple customer asked for a MR headset. The concept sounds cool, but I just don't think Apple can pull it off in a way where enough people will want to buy it.

 

[WhoCaresAnymore]

I fall in that "fanboy" category. I would NEVER spend that much money on something like that. I keep my devices for a minimum of 3 to 4 years, even longer. I know Apple hates to hear that people don't upgrade every year. F'em.

 

[AxelAminoff]

I can see it being used for education/training and remote technical support for mechanical applications, such as maintenance of heavy industrial equipment, but that is a very niche market. Still, let´s wait and see. I am curious.