Tim Cook on the Vision Pro: That’s why it’s “not a mass-market product”

Apple is pleased with the ecosystem built around the Vision Pro. the headset is Already “successful” from this point of viewsaid CEO Tim Cook in an interview with The Wall Street Journal, in which he also talked about Apple Intelligence. Cook announced that the Vision Pro will “get better and better” over time.

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Enough early adopters for Apple

Regarding the positioning of the headset, he acknowledged that – with a price of 4,000 euros in Europe and 3,500 US dollars plus tax in the United States – it is not a mass-market product. “Currently it’s a product for early adopters. So for people who want tomorrow’s technology today, that’s where it’s aimed.” Fortunately, the Apple CEO says, “there are enough people in this camp.” She finds it “exciting”. Of course, he always wants to “oversell something,” Cook says. Apple’s aim is to “bring our products to as many people as possible”.

Cook compared the Vision Pro to other products that took some time. There were also doubts about the iPod, iPhone and AirPods. “It doesn’t happen overnight. That wasn’t the case with any of these products.” Apple also says the company “completely agrees” with not being the first in a new product category. “As it turns out, it takes a while to get something really good. It requires many iterations. You have to think about every detail. Sometimes it takes a little longer to do it.” This logic also applies to Apple Intelligence.

Tim Cook on the Vision Pro: That’s why it’s “not a mass-market product”

Vision Products Group remained on top

In fact, there are said to be more than 2,000 people currently working on Apple’s Vision Products Group – which also includes cheaper versions of the Vision Pro and successor models. Recently, hardware boss John Ternes, considered a potential successor to Cook, took charge of the product group.

The idea of ​​turning the Vision Pro into actual computer glasses is also not dead, even if Apple does not consider the available components sufficiently market-ready. Competitor Meta has already demonstrated such a prototype – cost: $10,000 per piece, market readiness is unclear.

(B.Sc.)