Apple’s “next big thing” is finally here. The long-anticipated Vision Pro generated a frenzy of hype at Monday’s WWDC, most of it dwelling on the mixed-reality headset’s features and specifications. But that myopic coverage reflected the wrong mental frame for thinking about the device.
Forget VR, AR or XR. Apple CEO Tim Cook didn’t use any of those terms in his drop-the-mic presentation. Yes, the Vision Pro represents a beyond-impressive package of technology: Apple said it filed over 5,000 patents in connection with its development. But that narrow view will likely lead to disappointment and a conclusion that Apple’s market opportunity, especially with a $3,499 price tag, is limited — a niche product meant only for the few.