Apple is pushing into mixed reality with its new headset, but the company is aware that it will take years for the investment to pay off. The company hopes that the device will follow the same trajectory as the Apple Watch, which started off slow but gradually gained popularity over time. Last week, Apple’s top 100 executives gathered in Cupertino, California, to see a demonstration of the mixed-reality headset. This was a significant milestone, as the company plans to publicly debut the product in June.
While this wasn’t the first time that the Top 100 had seen the headset, the demonstration was different from earlier ones, which were more low-key and meant to secure the headcount needed to continue the project. The executives attending the event were treated to polished, glitzy, and exciting demonstrations. However, many of them are realistic about the challenges that Apple will face as it tries to establish itself in the mixed-reality market.
Mixed reality is a relatively new area that combines augmented and virtual reality, and it is far riskier than Apple’s previous attempts to establish new beachheads. With the Mac, iPod, iPhone, Apple Watch, and iPad, the company was essentially creating a better version of a product that people were already familiar with. However, with the headset, Apple will need to explain to consumers why they would want to own such a product at.
The headset will start at around $3,000 and will lack a clear killer app, requiring an external battery that will need to be replaced every couple of hours. Additionally, the headset’s design has been deemed uncomfortable by some testers, and it is likely to launch with limited media content. Apple will need to invest significant resources to create a robust ecosystem of apps and content to make the headset compelling to consumers.
