"We believe it is a stretch, even for Apple, to assume consumers would pay a similar amount for an AR/VR headset as they would for a combination of those products," D.A. Instead of merely positioning the goggles as another vehicle for exploring virtual worlds or watching more immersive entertainment, Apple framed the Vision Pro as the equivalent of owning a ultrahigh-definition TV, surround-sound system, high-end camera, and state-of-the art camera bundled into a single piece of hardware. "It looked like the beginning of a very long journey." "It's an impressive piece of technology, but it was almost like a tease," said Gartner analyst Tuong Nguyen. Vision Pro will sell for US$3,500 once it's released in stores early next year. "This marks the beginning of a journey that will bring a new dimension to powerful personal technology," Cook told the crowd.Īlthough Apple executives provided an extensive preview of the headset's capabilities during the final half hour of Monday's event, consumers will have to wait before they can get their hands on the device and prepare to pay a hefty price to boot. The device will be capable to toggling between virtual reality, or VR, and augmented reality, or AR, which projects digital imagery while users still see can see objects in the real world. Apple on Monday unveiled a long-rumored headset that will place its users between the virtual and real world, while also testing the technology trendsetter's ability to popularize new-fangled devices after others failed to capture the public's imagination.Īfter years of speculation, Apple CEO Tim Cook hailed the arrival of the sleek goggles - dubbed "Vision Pro" - at the the company's annual developers conference held on a park-like campus in Cupertino, California, that Apple's late co-founder Steve Jobs helped design.
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