Last year, Apple introduced the Vision Pro as a remarkable technological advancement. However, it has faced some challenges, including its steep cost and a weight that may be uncomfortable for some users. Nevertheless, the Vision Pro possesses a significant advantage that could prove crucial: Tim Cook’s objective regarding AR glasses.
Cook ‘prioritizes nothing’ but AR glasses, according to sources
This past weekend, Mark Gurman reported several major updates regarding Apple’s prospective Vision-related products.
There are claims that two additional devices similar to Vision Pro are in development. One is expected to be lighter and more budget-friendly, while the other will connect to a Mac for ultra-low latency performance.
Despite this, these devices aren’t the main focus for Apple.
According to Gurman:
Yet, all of this serves as a stepping-stone toward Cook’s grand aspiration, which has remained consistent for a decade. He envisions authentic augmented reality glasses—lightweight frames that a user could wear throughout the day. The AR component will overlay information and images onto the real-world environment.
Cook has prioritized this vision for the company and is determined to create a leading product before Meta does. “Tim cares about nothing else,” states a source familiar with the situation. “It’s the sole focus of his product development efforts.”
This insider’s comments on Cook’s dedication are particularly compelling.
If true, they clarify a significant point: Tim Cook requires the Vision Pro to be successful.
Previously, Cook described the Vision Pro as an “early adopter product,” and that characterization might hold more truth than it appears at first glance.
The reason? The Vision Pro serves as Apple’s primary route to AR glasses.
It isn’t merely an early adopter device because it represents the debut generation; Vision Pro 2 isn’t guaranteed to appeal to the mass market right away.
It is also tailored for early adopters because Apple’s ultimate objective is slated for several years ahead when AR glasses can deliver a visionOS-like experience.
Vision Pro and visionOS will continue to receive substantial investment to reach Cook’s ambition
Viewed in this light, Apple does not necessarily need the Vision Pro to achieve overwhelming success for continued investment to be justified.
The company will persist in funding Vision Pro and visionOS, as this is the only pathway to realize their AR glasses vision.
Tim Cook’s reportedly unwavering focus on AR glasses is promising news for current Vision Pro users as well as the upcoming evolution of the platform.
This suggests that the CEO won’t compromise the Vision platform in reaction to short-term setbacks.
Both Vision Pro and visionOS are set to improve, regardless of their immediate financial impact on the company, as Cook is committed to the long-term vision.
While today’s technological limitations may delay Tim Cook from realizing his ideal product, ongoing substantial investments in Vision initiatives represent Apple’s best chance for success.
What are your thoughts on Tim Cook’s reported emphasis on developing AR glasses? Does this bode well for the Vision Pro? Share your opinions in the comments.
