May 18, 2023

It cannot be different: with the proximity of the WWDC23all eyes are on the announcement of one of Apple’s most anticipated devices since the introduction of the Apple Watch: the mixed reality headset (augmented/virtual) from Apple.

Over the years, we have followed countless movements in the device development process, until we reached what we have today. However, according to a new report by journalist Mark Gurmanyes Bloombergthe device that the big boss of Apple, Tim Cookwill present on June 5 “did deviate a lot from its initial vision”.

Initially envisioned as a discreet pair of goggles that might be worn all day, Apple’s device has morphed into a headset that resembles a pair of ski goggles and requires a separate battery.

According to (unnamed) people familiar with the project, following initially focusing on a pair of lightweight glasses — which are at least four years away from being released, if they actually are — Apple has gradually focused on something that more closely matches the existing headsets (like the HoloLensby Microsoft, and the Oculus Questfrom Meta) due to a multitude of factors, including technological constraints, the desire to place the product on the market as soon as possible and, of course, internal disagreements.

This change, therefore, made Apple follow the path of other companies that have already entered this market — a “novelty” in the company’s philosophy. Still, during the planning stages, the company had “high hopes for a comfortable, self-contained wearable device that feels more like a fashion accessory than a computer strapped to your face,” according to Gurman.

Despite the changes, Gurman detailed that, for Cook, the launch of the headset may represent more than many realize, as the device may be one of his last major implementations as CEO.Chief executive officeror executive director.”>¹ from Apple, so this will be another great achievement without the influence of his predecessor, the company’s co-founder Steve Jobs.

For Apple, it’s the culmination of a multibillion-dollar development process, and some inside the company have described it as the potential foundation of a post-iPhone era.

This process, however, was not without side effects. Despite his strong opinions, Cook was not “deeply involved in the specific design of the headset”. This was notably different from Jobs, who was famous for imposing his design insights on Apple products. Cook, on the other hand, takes a more distant approach and is “consistent with his role in the development of the Apple Watch and AirPods”.

The closest Cook gets to product development is a demo. But even so, he’s not the kind of guy who says he should do X and not Y. He’s the complete opposite of Steve in terms of strong opinions regarding minutiae.

Still, some people involved in the headset project say that Cook’s relative non-involvement was more important this time, given the stakes and investment the company put into the device, as the budget exceeded $1 billion annually and there are more than 1,000 engineers dedicated to the project. In that sense, his approach was sometimes perceived as “indecision”, leading to delays and concerns regarding getting enough resources.

Other high-ranking figures at Apple, such as Craig Federighi (Senior Vice President of Software Engineering) also kept their distance from the project. Already Johnny Srouj (Senior Vice President of Hardware Technologies) expressed particular skepticism regarding the device, likening it to a “science project”.

Internally, Srouji reportedly warned that building the high-performance chips needed for the headset might “distract attention from new iPhone chips,” which would likely generate more revenue. In fact, in financial terms, the assumptions are not positive either externally or internally — initially, predictions were that the device would sell around 3 million units per year, but these estimates were reduced to around 1 million, then to 900 thousand units (by comparison, the company sells more than 200 million iPhones a year).

The lower initial estimates partly reflect Apple’s decision to sell the headset at approximately cost. [dele], rather than at a loss, something we already considered. The product’s design is also a tacit admission that the company, like others that make mixed reality headsets, has failed to address some core technological issues.

Michael Gartenberga former Apple marketing executive who is now an independent consultant, said the device might be “one of the biggest technological failures of all time”, citing the lack of a real market for mixed reality headsets and the performance of other devices. of the category.

Also, while Apple may promote it as such, it doesn’t see the headset as being as transformative as the iPhone — at least not initially. However, internal projections are positive and give it the potential to eventually be as big as the iPad or Apple Watch.

In an attempt to keep headset users engaged with the real world, the device will have an outward-facing screen showing eye movements and facial expressions. Apple sees this feature as a key differentiator for closed-back headsets. A person familiar with the device said the external screens allow people to interact with a user without feeling like they’re talking to a robot.

Another issue highlighted by people who have had contact with the headset is that there is hope that support for third-party applications will be a positive differential for the device. In that sense, Apple is already engaging with software and game developers, as well as other entertainment companies to have content ready when the device goes on sale.

Gurman finished by saying that when Cook presents the headset at WWDC, he’s unlikely to think regarding how much the device looks like other models he criticized earlier in the process. Still, the fact that Apple advertises it anyway is just one of the necessary steps along the way to finding what works.