Apple poised to unveil sleek, pricey VR headset, but will it be a hit?
CUPERTINO, Calif. - Apple appears poised to unveil 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 newfangled devices after others failed to capture the public’s imagination.
After years of speculation, the stage is set for the widely anticipated announcement to be made Monday at Apple’s annual developers conference in a Cupertino, California, theater named after the company’s late co-founder Steve Jobs. Apple is also likely to use the event to show off its latest Mac computer, preview the next operating system for the iPhone and discuss its strategy for artificial intelligence.
But the star of the show is expected to be a pair of goggles — perhaps called "Reality Pro," according to media leaks — that could become another milestone in Apple’s lore of releasing game-changing technology, even though the company hasn’t always been the first to try its hand at making a particular device.
Apple sued after AirTags allegedly used in stalking cases
After the lawsuit was filed this week, Attorney Gillian Wade says they’ve been flooded with calls from hundreds of people who say they’ve been tracked without their permission using an Apple Air Tag.
Apple’s lineage of breakthroughs date back to a bow-tied Jobs peddling the first Mac in 1984 —a tradition that continued with the iPod in 2001, the iPhone in 2007, the iPad in 2010, the Apple Watch in 2014 and its AirPods in 2016.
But with a hefty price tag that could be in the $3,000 range, Apple’s new headset may also be greeted with a lukewarm reception from all but affluent technophiles.
If the new device turns out to be a niche product, it would leave Apple in the same bind as other major tech companies and startups that have tried selling headsets or glasses equipped with technology that either thrusts people into artificial worlds or projects digital images with scenery and things that are actually in front of them — a format known as "augmented reality."
Apple’s goggles are expected be sleekly designed and capable of toggling between totally virtual or augmented options, a blend sometimes known as "mixed reality." That flexibility also is sometimes called external reality, or XR for shorthand.
Facebook founder Mark Zuckerberg has been describing these alternate three-dimensional realities as the "metaverse." It’s a geeky concept that he tried to push into the mainstream by changing the name of his social networking company to Meta Platforms in 2021 and then pouring billions of dollars into improving the virtual technology.
But the metaverse largely remains a digital ghost town, although Meta’s virtual reality headset, the Quest, remains the top-selling device in a category that so far has mostly appealed to video game players looking for even more immersive experiences.
Apple executives seem likely to avoid referring to the metaverse, given the skepticism that has quickly developed around that term, when they discuss the potential of the company’s new headset.
In recent years, Apple CEO Tim Cook has periodically touted augmented reality as technology’s next quantum leap, while not setting a specific timeline for when it will gain mass appeal.
"If you look back in a point in time, you know, zoom out to the future and look back, you’ll wonder how you led your life without augmented reality," Cook, who is 62, said last September while speaking to an audience of students in Italy. "Just like today you wonder how did people like me grow up without the internet. You know, so I think it could be that profound. And it’s not going to be profound overnight."