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Journalism of Courage
Apple has historically been known for waiting until new technologies mature before incorporating them into its products. The company is speculated to announce its first AR/VR or MR (mixed reality) headset, the Reality Pro with rOS, at its upcoming developer event (WWDC 2023), with a later sale date.
A new report from Financial Times suggests that Apple CEO Tim Cook and Jeff Williams, head of operations, wanted to introduce an AR/VR headset as soon as possible, despite objections from the design team who sought to delay the launch to create a thinner, lighter and more powerful product in the future.
While a thinner and lighter headset from Apple would have been ideal, it would have taken several more years to develop, potentially causing Apple to miss out on the opportunity to enter the AR/VR market. This means the Reality Pro may be bigger and more expensive, potentially costing around $3,000 (over Rs 2,00,000) and becoming one of the priciest consumer-grade VR headsets of the year. However, it will allow Apple to gain insight into the market and user requirements to build better products in the future.
The Reality Pro is said to pack advanced technology such as dual 4K OLED screens and an independent processor, and it could become Cook’s second significant product release after the Apple Watch. Cook has already confirmed his intention to step down from his role as Apple’s Chief before the end of the decade, meaning the Reality Pro could be his final major product release. With the launch of Reality Pro, Apple has to compete with the likes of the Meta Quest series, which is currently the leader in the consumer VR segment.
