- apple inc AAPL discussed the development of VR content for the platform with about half a dozen media partners, including Walt Disney Co DIS and Dolby Laboratories Inc.
- Apple was working on updating its own Apple TV+ footage to work with the Bloomberg headset reports.
- Apple’s long-awaited mixed reality headset was an ambitious attempt to create a 3D version of the iPhone’s operating system using eye- and hand-tracking methods.
- The roughly $3,000 device, likely to be named Reality Pro, will take a novel approach to virtual meetings and immersive video Meta Platforms Inc META Quest Pro virtual and MR Headphones at $1,500.
- Apple was also working on a cheaper version for a late 2024 or early 2025 release that could be closer to $1,500, according to Bloomberg.
- Targeting an uncertain market with a product at a premium price, Apple devoted seven years to the project and counted on it to become a new revenue stream.
- The device’s eye and hand tracking capabilities will be a key selling point. Core features include advanced FaceTime-based video conferencing and meeting rooms.
- The headset also shows immersive video content, serves as an external display for a connected Mac, and replicates many features of iPhones and iPads.
- Developed with Sony Group Corp SONYthe headset will feature two ultra-high resolution displays to handle the VR aspects and a collection of external cameras to enable an augmented reality “pass-through mode”.
- Apple plans to introduce the device later this spring.
- Apple intends to sell about 1 million units of its new headset in the first year and doesn’t plan to turn a profit on the first release.
- Apple has set up an area dedicated to the demonstration at its retail stores the product.
- Price promotion: AAPL shares closed up 2.35% on Monday at $141.11.
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