Apple launched its first-ever mixed reality headset ‘Vision Pro’ on Monday, taking against Facebook-owned Meta in a market that has struggled to entice customers other than videogamers and tech nerds.
The announcement was the iPhone maker’s most important product launch since the Apple Watch debuted in 2015.
Apple’s latest gadget which was generally warmly received on Monday, will cost a pricey $3,499 and will be available in the United States only early next year (2024), according to the manufacturer.
“There are certain products that shift the way we look at technology and the role it plays in our lives,” said Apple CEO Tim Cook as he unveiled the sleek VR device that resembled ski goggles.
“We believe Apple Vision Pro is a revolutionary product with the performance, immersion and capability that only Apple can deliver,” he added.
The headgear, dubbed a spatial computer by Apple, was unveiled at the end of an Apple event in Cupertino, California, when the company announced a slew of product improvements.
Apple has been working on the gadget for years, and it will focus on gaming, streaming video, and conferencing.
Company executives claimed that the Vision Pro provides an unrivaled experience, making a difficult sell on technology that has yet to win the hearts of the general public.
Unlike its competitors, the Vision Pro is focused on becoming a mixed reality technology that “clearly situates the user in their environment,” according to Insider Intelligence’s Steve Severinghaus.
“Whereas Meta Quest and other devices are virtual reality-first, Vision Pro keeps the user in the present and emphasizes the mixed reality features — unless they choose otherwise,” he added.
