For Variety VIP+ subscribers: Apple’s next big thing, the Reality Pro VR/AR headset, is set for launch, so why is Tim Cook awash in internal skepticism?
That oddly phrased technology refers to a new headset in development at the Cupertino colossus that “mixes” together viewing capabilities for virtual reality and augmented reality into one piece of hardware.
But as NYT’s Tripp Mickle reports, there is “dissension” at Apple in the form of a naysaying contingent within the company that lacks confidence in the product. He cites sources who indicate some employees have left jobs on the project either because they were skeptical of its prospects or fired because their work progress was found lacking.
That the “dissension” report comes from Mickle is noteworthy. His deep understanding of the Apple organization is unquestionable considering the evidence that his 2022 book, “After Steve: How Apple Became a Trillion-Dollar Company and Lost Its Soul,” is an incredible piece of work. It’s the absurd comparison to the iPhone that is the problem here. It’s perfectly obvious Reality Pro is not going be a hit out of the gate for Apple. Of course a product that is expected to cost $3,000 and is entering a product category that barely exists is not intended to achieve critical mass. There’s no way Apple CEO Tim Cook or any executive in his shoes would go into this with that expectation.
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