Apple tends to be cautious when deciding to enter a category, and the reason is very simple: they need to do better than the rest, even though this decision has been around for a long time. In the case of mixed reality systems, the Cupertino firm had a few issues along the roadmap, and it seems these delays have pushed Apple CEO Tim Cook to the point where he ignored warnings from his design team.
Apple’s chief executive is reportedly aiming to launch the first mixed reality headset in 2023, despite various recommendations from the design team behind the project, who claim the device won’t be ready for an official launch. announcement. .
The Financial Times claims that these conflicts between the operations headquarters and the design department of the project were caused by the timing of this product being wrong. For headset design folks, it’s best to wait a bit until lighter hardware is achieved; while the operations team wants to release an initial version similar to Google’s VR glasses for watching videos and making FaceTime calls using avatars. There is “a lot of supply pressure” for these devices, according to Apple employees interviewed by the FT.
In this conflict, Tim Cook – Apple’s former chief operating officer before taking over as CEO – reportedly opposed the design team’s remarks and supported current COO Jeff Williams; to which the design team has to report since Jony Ive stepped down in 2019.
After the departure of the chief designer, Apple employees noticed that the operating area became more controlled in the flow of projects. This parameter coincides with growing pressure from the company’s investors, which has led to a huge diversification of the apple brand’s business strategy.
This new VR product announced by Apple in 2023 is expected to reach one million units sold at a possible sale price of $3,000.
Source: RPP
I am Ben Stock, a passionate and experienced digital journalist working in the news industry. At the Buna Times, I write articles covering technology developments and related topics. I strive to provide reliable information that my readers can trust. My research skills are top-notch, as well as my ability to craft engaging stories on timely topics with clarity and accuracy.