Apple will release its Vision Pro headset to consumers in the US on Friday, in a test of chief executive Tim Cook’s ability to create a groundbreaking product with mass appeal that can power a new phase of growth at the tech giant.
The device is the iPhone maker’s biggest product launch since the Apple Watch nearly a decade ago. But the Vision Pro is the chief executive’s boldest project since he was promoted to lead the company shortly before co-founder Steve Jobs’ death in 2011.
Apple has pitched the “mixed reality” headset as revolutionary hardware that will transform how millions work, communicate and entertain themselves at home. But critics suggest a high initial price point alongside a bulky design means it could garner more limited interest.