Anticipated at the annual Worldwide Developers Conference (WWDC) Today, Apple is poised to unveil its high-end mixed-reality headgear, posing a challenge to Meta, the company behind Facebook, in a market that has yet to reach its full potential.
Apple has maintained a veil of secrecy regarding reports of its forthcoming augmented or virtual reality headset, set to be revealed at its renowned developer conference. If these speculations prove true, this launch would mark the most substantial product introduction by the renowned iPhone manufacturer since the unveiling of the Apple Watch back in 2015.
The potential release of a mixed-reality headset by Apple at WWDC 2023 could further escalate tensions between Apple CEO Tim Cook and Meta’s Mark Zuckerberg. The two tech giants have had public disputes regarding various aspects of their expansive tech enterprises, particularly concerning data privacy and connections with China. Analyst Dan Ives from Wedbush suggests that Apple is likely to seize the WWDC platform to unveil a “Reality Pro” headset with an estimated price tag of $3,000. Alongside the hardware, custom-made software tailored for the headset is also expected to be showcased, as per Ives’ note to investors.
According to analyst Dan Ives, “We anticipate that Apple’s Reality Pro will offer a multitude of applications and use cases.” Furthermore, Apple CEO Tim Cook is likely to address the company’s artificial intelligence strategy during the event. The spotlight on artificial intelligence has intensified since the release of ChatGPT by startup OpenAI in late 2022.
The Cupertino-based company, Apple, has been diligently working on the development of this headset for several years. According to Ives, the device will have a strong emphasis on gaming, streaming video, conferencing, as well as health and fitness functionalities. In line with Apple’s overarching strategy, the headset is expected to seamlessly integrate with other Apple devices, aiming to leverage premium hardware to foster customer loyalty and enhance the adoption of the company’s broader range of products and services.
Insider Intelligence principal analyst Yory Wurmser comments, “Based on available information, Apple initially aimed to create a product resembling designer glasses rather than a gaming headset. However, it appears that the upcoming release will be considerably bulkier than initially envisioned.”
“Its objective is to distribute the device to early adopters and developers, who will play a pivotal role in creating a mixed reality ecosystem around Apple’s software,” stated a source. According to a Bloomberg report, the headset can be likened to advanced ski goggles, capable of projecting the user’s eyes and facial expressions onto an external display. Coinciding with Apple’s event, Meta recently expanded its line of Quest virtual reality headsets, indicating heightened competition in the market.
During the event, Mark Zuckerberg, the founder of Facebook, announced that a new iteration of the Quest virtual reality headset, called Quest 3, is scheduled to launch later this year. The upcoming model boasts enhanced performance and a sleeker design, with a starting price of $500. Zuckerberg highlighted the Quest 3 as Meta’s “most powerful headset yet,” assuring users that it will offer an unrivaled wireless virtual reality experience.
Zuckerberg has consistently emphasized Meta’s commitment to constructing a future where internet existence unfolds within virtual realms known as the metaverse. “Meta has held a dominant position as a VR manufacturer in recent years, primarily due to its affordable Quest devices,” noted Wurmser. Nevertheless, Meta’s journey with the metaverse has been a humbling experience, despite being a frontrunner in this emerging sector, leading many to question whether Apple would ultimately enter the arena.
Within a span of fewer than two years since rebranding as Meta to emphasize its metaverse focus, the Facebook behemoth has undergone significant workforce reductions and expressed intentions to refocus on its core social media offerings. Meta’s stumble echoes the disappointment of Google Glass, a decade-long endeavor by the search engine giant that was ultimately discontinued in March.