Apple CEO Approved Fast Track of Mixed Reality Headset, Ignored Design Team's Preferred Schedule

[T0@st]

Apple CEO Tim Cook has reportedly set an ambitious end of the year launch window for the company's mixed reality headset. Operations Chief Jeff Williams has also pushed in favor of a late 2023 debut of the much delayed VR/AR hybrid product. According to anonymous insider sources who have divulged juicy details to the Financial Times, the decision to launch in 2023 has caused an internal clash with the Apple Design team at its Cupertino, California headquarters.

The Apple Park design team has called for additional development time, this would push the headset's launch back by several years. Insiders claim that the design team would prefer to have more time to refine the product's aesthetics and functionality, with emphasis on creating a sleek and more lightweight visor. Doubts about the efficacy of the headset's proposed internal technology were also expressed, the designers would prefer to delay until Augmented Reality development reaches a satisfying level of maturity.




Tim Cook is seeking to secure his legacy as CEO at Apple, he has previously presided over product launches of the AirPod and Watch series. The upcoming headset would present a neat third channel for success and contemporary scope, before his much discussed retirement from the company in the future. The Apple mixed headset has been in development for over seven years, so Cook and Williams must be growing impatient the project's multiple delays and setbacks. Apple faces great competition from several manufacturers including Microsoft, Meta, Valve, HP, HTC and Playstation. These companies have already released very mature and feature headset products, with multiple generational revisions in the rear-view mirror.



Apple is notorious for producing products that eschew complication and bloated functionality, in favor of a streamlined and easy-to-operate user experience. Enthusiasts and industry watchdogs will be following the company's debut virtual and augmented reality headset with much interest.

View at TechPowerUp Main Site | Source

 

[Daven]

The design team has had enough time. I want my immersive erotica now!

 

[Ferrum Master]

The design team has had enough time. I want my immersive erotica now!

With Mr. Cook?

I absolutely don't care for news like this. Someone moaned what we should speed up a product that doesn't exist yet.

We'll talk when it will ship and get reviews. Until then it is SPAM.

 

[Steve-007UK]

Rushing the apple stew because they got beat in one segment of the market?
Please go away Crapple not even interested in your products.

 

[SOAREVERSOR]

Rushing the apple stew because they got beat in one segment of the market?
Please go away Crapple not even interested in your products.

The catch is that most people are interested. Even those who don't own them desire them. There's a joke about malls here in the DC area that is more of an observation of reality. The malls for the middle class and the rich have an apple store. Then there's a best buy close where poor people buy android phones and Windows computers. Hell Air Pods, a device I would never use, are both the most common, most desirable, most recognizable headphone option in addition to being considered a fashion accessory. I think the apple watch is dumber then all hell and I own a Rolex but wear a GSHOCK as my daily driver but the apple watch is pretty much the middle class on up watch. I've seen law firm partners and high powered consultants quit wearing their Rolex and move to the apple watch.

I agree it's stupid but there is no question that apple's products are the most desirable out there for most people and not using them instantantly puts you into the class of people who flip burgers or just a classless tasteless loser. All the beautiful people use apple is pretty much the gist of it.

Personally I want apple to get into the VR space because it's important for VR. Right now VR is just an expensive toy for losers and dorks or a quirky thing for kids. If apple can change that I have no problem with them releasing this. I won't buy it though!

 

[lemonadesoda]

CEO is right.

Product design team want more time to "perfect" the design before going into developing production. It's a new product and not as quick to set up production and manufacturing as a new version of the iphone. Plus QA issues to manage.

But Product Portfolio Strategy, managing ALL products across their Life Cycles, requires an earliest as possible release because we have already heard that iPhone/iPad sales are in decline, and they need to keep revenues high by launching the new product.

Based on that strategy - great that version 1.0 is coming soon, but I'll be waiting for 2.0 when the product design team, and the manufacturing teams, have sorted out all the wrinkles.

 

[trsttte]

Tim Cook said in the past that he was planning to retire after releasing a new product line, guess he wants to go enjoys his billions as soon as possible before anti thrust cases and declining iPhone sales turn his legacy to shit

It's kind of a amazing how a company that mainly sells phones and computers with only a small % of the market is able to be the most valuable in the world, and how with their insane r&d budget they don't do more than be a lifestyle brand. Really, beats me

 

[AGlezB]

We'll talk when it will ship and get reviews. Until then it is SPAM.

I would spend a lot less time reading just the headlines if I could filter out everything with the words "leaked", "geekbench", "rumored", etc.

This article belongs in the financial times because it will affect Apple's stock prices. Here in TPU? Not so much. News tend to become gossip when taken out of context, being of interest to many but of value to a few, if any.

 

[Guwapo77]

The catch is that most people are interested. Even those who don't own them desire them. There's a joke about malls here in the DC area that is more of an observation of reality. The malls for the middle class and the rich have an apple store. Then there's a best buy close where poor people buy android phones and Windows computers. Hell Air Pods, a device I would never use, are both the most common, most desirable, most recognizable headphone option in addition to being considered a fashion accessory. I think the apple watch is dumber then all hell and I own a Rolex but wear a GSHOCK as my daily driver but the apple watch is pretty much the middle class on up watch. I've seen law firm partners and high powered consultants quit wearing their Rolex and move to the apple watch.

I agree it's stupid but there is no question that apple's products are the most desirable out there for most people and not using them instantantly puts you into the class of people who flip burgers or just a classless tasteless loser. All the beautiful people use apple is pretty much the gist of it.

Personally I want apple to get into the VR space because it's important for VR. Right now VR is just an expensive toy for losers and dorks or a quirky thing for kids. If apple can change that I have no problem with them releasing this. I won't buy it though!

I agree with most of this, with the exception that I will be buying one of these VR headsets. However, I'll be waiting to VR 2 like Lemonadesoda stated.

 

[Ferrum Master]

because it will affect Apple's stock prices.

Let's not be so hasty about that. Considering the amount of corporate bullshit in my email with companies goals and yearly targets this just seems like a silly fart. Maybe people are not used to them cannot distinct that actually this a byproduct of CEO with too much free time, where you come up with stupid ideas instead of working towards making what you do best.

I am concerned about TPU's article quality... it kinda ventures into Fudzilla territory sometimes, basically yellow press..

Considering this Apple product. Microsoft outplayed them by years already with HoloLens, that is used by prominent makers, including military and space. Holo came around 2015? Apple aren't you late? Peps here fail to catch that it is a mixed VR set. It has a difference... especially in software API stack.

 

[mechtech]

question is will is be priced competitively with competing products??

 

[Scrizz]

question is will is be priced competitively with competing products??

nah, it's going to go for that premium.

 

[KrazyT]

Because they can do it, I mean it's Apple.
They go VR, big push marketing, and it will sell for sure, even if the product could be better
That's why an Apple VR2 will come in a year !
The first iPad was the same story ... That's why i didn't buy from them since !

 

[SOAREVERSOR]

nah, it's going to go for that premium.

This is a bit of a myth. The trick is apples products are priced competitively they just don't dabble in lower end stuff.

 

[Scrizz]

This is a bit of a myth. The trick is apples products are priced competitively they just don't dabble in lower end stuff.

It's competitive after everyone else raises their prices.....

Not a "myth". It's a fact.
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