According to a recent report, Apple’s much-anticipated augmented reality headset, set to be released in June, is facing growing scepticism within the company. When the idea for the product was first introduced during a corporate retreat in California’s Carmel Valley about five years ago, it was met with enthusiasm from Apple executives who saw the headset as a potentially game-changing device that could blend the digital and physical worlds. However, as the project has progressed, doubts have emerged about the headset’s estimated $3,000 price point, its unproven market, and concerns about its overall utility.
Additionally, some employees have reportedly left the project due to doubts about its potential, and others have been fired over issues with the headset’s progress, including its use of Apple’s Siri voice assistant. Even leaders within Apple are said to have questioned the product’s prospects, particularly since the company’s design team has experienced a wave of departures, including longtime design chief Jony Ive, who left Apple in 2019.
Despite the challenges, Apple’s headset is considered a bellwether for virtual and augmented reality, which has been hyped as the next big wave of computing after the smartphone. Apple CEO Tim Cook has previously stated that he believes augmented reality will become as essential to daily life as the internet is today.
However, delivering on the promise of augmented reality has proven to be a difficult task, with many previous attempts, such as Google Glass and Magic Leap, failing to gain traction in the market. While Apple is known for its ability to create revolutionary devices through the combination of new hardware and software, the challenges of delivering on the promise of augmented reality are significant.
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