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Apple shows MR headset to executives ahead of rumored June unveiling


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Apple's executives have been given a demonstration of the inbound mixed reality headset at Apple Park, a report claims, months before its expected public unveiling.

The long-rumored VR headset is believed to be on the way, with a potential launch during this summer's WWDC. To maximize the chance of a great launch, Apple first has to get its top management onboard with the product.

In a presentation months ahead of WWDC, Apple arranged a gathering of its top 100 executives at Apple Park's Steve Jobs Theater in the last week. According to Mark Gurman's "Power On" newsletter for Bloomberg, the gathering was a "key milestone" that was meant to rally the top brass ahead of time.

Though some senior executives have seen the headset over the years, they have been small in scale and not really presentations of fully-formed products. The Steve Jobs Theater gathering was more of an actual preview, described by attendees as "polished, glitzy, and exciting."

While the event is a good sign for the launch, Apple is apparently striking a "realistic tone within the company" that it won't be a hit right out of the gate, and that the first version could be a "dud" compared to other products in the lineup. Even so, it is thought that whatever Apple releases will make it a market leader within months.

The "dud" description is in part due to some problematic areas of its design, including its infamous $3,000 price tag and its use of an external battery, which testers found uncomfortable and required replacement every few hours. The lack of defined killer apps and limited media content are also a possible cause for concern.

The launch this summer is also allegedly against the wishes of Apple's industrial design team, which would prefer to release AR glasses instead of a more conventional headset. However, managerial concerns to release a product in the category won over CEO Tim Cook in the end.



41 Comments

eriamjh 1768 comments · 17 Years

This product needs at least one killer app that is super fun or useful to justify its existence.   Without it, it will just be a white elephant.  

I hope Apple knows what it is doing.  

manishboy77 14 comments · 12 Years

Due to the recent mendacities of the establishment I will never buy one of these. I have removed wifi from my home and my kids are watching DVDs. I am strongly considering going back to a flip phone as well after having an iphone since the 3g. 

manishboy77 14 comments · 12 Years

I now believe that Steve’s rare cancer was no accident. Gates & his friends were responsible. 

larryjw 1036 comments · 9 Years

If Apple wants to sell the device, a killer app is required and a five year interest free loan payment offer.

But further, I don't know the role the other execs have. They likely will have some feedback which would inform the others. 

Tho too late if the release is at WWDC, I can see their respective teams getting a shot at developing for this device. 

9secondkox2 3141 comments · 8 Years

The whole thing sounds very un-apple. 

Be interesting to see how this shakes out. 

Would be great if Apple had a sub brand to test the market with. Don’t sully the Apple brand with possible duds. 

Heck, it would be better if it was branded Beats than Apple if this is how they’re approaching it.