Tim Cook on Vision Pro: That's why it's "not a mass market product"
Apple's headset has been quiet of late. But according to Apple boss Cook, development is continuing. Soon he wants to "sell more".
Use of Vision Pro in industry: Here at Porsche.
(Image: Porsche)
Apple is satisfied with the ecosystem that has formed around the Vision Pro. From this point of view, the headset is already "a success", said CEO Tim Cook in an interview with the Wall Street Journal, in which he also spoke about Apple Intelligence. The Vision Pro will "get better and better over time", Cook announced.
Enough early adopters for Apple
Regarding the positioning of the headset, he admitted that – with a price of 4000 euros in Europe and 3500 US dollars plus tax in the USA – it is not a mass market product. "It is currently a product for early adopters. People who want the technology of tomorrow today, that's what it's for." Fortunately, according to the Apple CEO, there are "enough people in this camp". He finds that "exciting". Of course, he always wants to "sell more of something", said Cook. Apple's aim is to "get our products into the hands of as many people as possible".
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Cook compared the Vision Pro with other products that had taken some time. After all, there were also skeptics with the iPod, the iPhone or the AirPods. "It doesn't happen overnight. That wasn't the case with any of these products." For Apple, the company is also "completely okay" with not being the first in a new product category. "It turns out that it takes a while for something to become really good. It takes a lot of iteration. You have to think about every detail. Sometimes it takes a little longer to do that." The reasoning also applies to Apple Intelligence.
Vision Products Group at the very top
In fact, more than 2,000 people are currently working within Apple's Vision Products Group – on more affordable versions of the Vision Pro and successor models, among other things. Most recently, hardware boss John Ternus, who is considered a possible successor to Cook, took over the product group.
The idea of turning the Vision Pro into real computer glasses does not seem to have been buried either, even if Apple does not yet consider the available components to be sufficiently market-ready. Competitor Meta has already demonstrated such prototypes – Cost: 10,000 dollars per unit, market maturity unclear.
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