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Echoes of launches past: Tim Cook likens Apple Vision Pro to iPhone launch

Tim Cook dons the Apple Vision Pro | Credit: Vanity Fair

Following Friday's launch of the Apple Vision Pro, Tim Cook ushered in a new era of Apple computing with a heartfelt memo to team members, likening it to the heady days of the iPhone launch more than 15 years ago.

The Apple Vision Pro launched on Friday and marks the first new entry in the Apple lineup since 2015, when the company launched the Apple Watch wearable.

Apple CEO Tim Cook's memo to employees published by Bloomberg on Friday compared the launch of the Vision Pro to that of previous devices, most notably the iPhone, claiming the Apple Vision Pro "joins the pantheon of groundbreaking products."


Today we launched Apple Vision Pro, introducing an entirely new era of spatial computing. Moments like this should make us all pause — to celebrate what we've achieved and reflect on the amazing potential that still lies ahead.

This morning I was with our team at Apple Fifth Avenue, where the excitement for this moment was palpable. It's an incredible thing to watch people experience Apple Vision Pro for the very first time. The impossible becomes possible right before their eyes, and often they don't have the words to describe the experience. It really is a technology you have to see — and see through — to believe. And it was truly a gift to hear customers share their amazement, their emotion, and their dreams for this incredible device we've created. The whole experience reaffirmed the magnitude of this moment, as well as our Retail teams' vital role in delivering this unprecedented technology to the world.

Apple Vision Pro brings together thousands of innovations to create a product that's like nothing the world has ever seen before. It's an extraordinary achievement, and as so many of you can attest, it has been years in the making. Apple Vision Pro is a reality thanks to you — thanks to your commitment, your passion, and your contributions to the special culture that drives innovation at Apple. I especially want to thank all of the teams that have been dedicated to this project, who poured in countless hours over many years to yet again push the boundaries of what is possible.

Of course, for us, the most important thing about Apple Vision Pro is how it enriches our customers' lives — strengthening connection, unlocking potential, and empowering people to accomplish things that simply wouldn't be possible any other way. It's profoundly moving to think of people reliving their most treasured memories, or even introducing a loved one to a relative they never had the chance to meet. It's exhilarating to imagine the unbelievable new entertainment experiences our customers will discover, and the innovative apps our amazing developers will create. It's exciting to think of everything this unlocks for industries the world over, and of the incredible opportunities that still lie ahead. Because with spatial computing, this is just the beginning of the impact we can make.

Two weeks ago we celebrated the 40th anniversary of the Mac, a revolutionary device that transformed the world and laid the foundation for decades of innovation. When we shared iPod with the world, we put a thousand songs in our customers' pockets overnight. I remember the day we launched iPhone. We knew we had something special, but none of us could have foreseen its profound impact on our everyday lives. Then came iPad, a magical sheet of glass that becomes anything you want it to be, fostering new forms of connection and creativity for millions of people. With Apple Watch, there isn't a day that goes by I don't get a note from a user about its lifesaving impact. And now with today's launch, Apple Vision Pro joins the pantheon of groundbreaking products that have defined Apple and redefined technology as we know it.

It's not every day we have a moment like this one. Thank you for all you've done to make it possible.


While the launch is certainly less popular than previous devices, mainly on account of the $3,499 price, it is still a revolutionary enough product to attract modest crowds. Apple sold about 180,000 units during the pre-order period, amounting to a whopping $600 million in sales, which is sure to grow in the following months as more users become familiar with the device.

The Vision Pro promises a definitive step into augmented reality, though the ramping-up process requires a hands-on demo. That demo ensures users are comfortable with the unique environments, including eye movement navigation and hand gestures that may not come intuitively.

Despite the learning curve, the Vision Pro seeks to bring augmented reality into a mainstream space, where before, the technology was more of a specialty product.

Tim Cook believes the Apple Vision Pro will expand into uncharted territory, and initial impressions are promising. If lines around Apple stores are any indication, it's likely that Apple has another golden goose on its hands.