Tim Cook said to be rushing the launch of Apple's mixed reality headset despite objections...

[DragonSlayer101]

Highly anticipated: Apple's mixed reality headset has been in a works for several years, but it is yet to see the light of day. Several tipsters have leaked its supposed specs and features, but most of them agree that the company still needs to sort out various problems before it can be launched commercially.

With Apple widely tipped to launch its first-gen mixed reality headset later this year, a new report suggests that it might be a bit of a disappointment. According to Financial Times, Apple CEO Tim Cook might be rushing the product launch despite the device not being ready for prime time.

As per the report, the launch time frame for Apple's first-gen mixed reality headset became a bone of contention between the company's operations team and design team after the former wanted to launch a 'version one' of the headset this year, while the latter wanted Cook to wait until the designers could create a more lightweight device that would resemble a pair of glasses rather than bulky ski-goggles.

Cook apparently sided with the operations team and decided to give the go-ahead for the launch. While the rationale behind Cook's decision is not immediately clear, the device has already been postponed multiple times, leading to 'huge pressure' on Cook and his team not to push it back any further.

In its present form, Apple's first mixed reality headset will reportedly let users "watch immersive 3D video, perform interactive workouts or chat with realistic avatars through a revamped FaceTime."

The device is rumored to be priced at a whopping $3,000, making it thrice as expensive as the Meta Quest Pro, which now costs $1,000 after receiving a $500 price cut earlier this month. If the rumored price-tag turns out to be accurate, it would mean the device would have a very niche market, although Apple is still aiming to sell one million units in the first 12 months.

Some industry observers, however, are skeptical about the rumored sales target. Display Supply Chain Consultants (DSCC) CEO and Apple insider Ross Young tweeted on Sunday, saying one million units is "much too high" a target, considering the rumored price point.

Either way, the device is expected to debut at Apple's Worldwide Developers Conference (WWDC) event this June, so we won't have to wait long to find out more.

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https://www.techspot.com/news/97913-tim-cook-rushing-launch-apple-mixed-reality-headset.html

 

[Uncle Al]

$3,000 ??? Cook must be really dispirit for a "win" for Apple. He keeps this up and there will be a new CEO soon .... which would be a win / win for Apple .....

 

[mgilbert]

Apple releasing something that is obscenely overpriced? Say it ain't so!

 

[psycros]

Seeing as how so few people are actually interested in VR, Apple would do well to hang back and refine their product until the market is ready. Right now is definitely NOT the time to be pushing an expensive niche item.

 

[MakeMSGreatAgain]

Rushing out something that is niche and expensive... brilliant idea!

 

[kiwigraeme]

The first iphone demo - was famous as it still was a work in progress and Jobs had to be extremely care to only do something it could do .
But if this report is correct - releasing a product that may not be ready - has huge downsides to small upsides.
Ie it just works - yes people know about antenna gate etc - but Apple is still one of the most trusted brands in the world ( no matter my irrational hatred for iphones )

 

[Lounds]

We're heading into a recession, sounds like a good time to release an expensive product very few people will buy... Not.

 

[Blqckout]

"Apple's much-awaited mixed reality headset will be super expensive"
tell me the sky is blue
tell me fish swim in water
apple is just ripping everyone off, they arent even trying to hide it, its like the fashion designers of tech, absolutely horrible

 

[BobHome]

We're heading into a recession, sounds like a good time to release an expensive product very few people will buy... Not.

In my newsletter, the article following this one is: "Surge pricing is spreading to bowling alleys, restaurants, gyms, and more
"We've seen restaurants during a peak time raise their price 40%""

Yup, timing.

 

[Kashim]

Something from Apple with a $3000 price tag is considered "whopping" now? Did anyone think even for one second that Apple was going to compete on price with other VR offerings? Please. I'm willing to bet the $3000 price tag is for the base model. If you want the usual Pro offering it will probably be $5000.

 

[Bobbydpue]

Something from Apple with a $3000 price tag is considered "whopping" now? Did anyone think even for one second that Apple was going to compete on price with other VR offerings? Please. I'm willing to bet the $3000 price tag is for the base model. If you want the usual Pro offering it will probably be $5000.

It's MR and VR, though. If Apple went on-in on a VR headset and made it the best one by a large margin they might have a chance, but it's mixed reality and as far as I know not an in-demand product.