Although Apple, Inc AAPL long-awaited mixed reality headset has taken the company eight years and is yet to see the light of day, a new report suggests an imminent launch.

What happened: Apple’s most senior executives, also known as the “Top 100,” gathered at the Steve Jobs Theater in Cupertino, California last week to see the MR headset, its most-anticipated product in years, according to a Bloomberg columnist Markus Gurmann mentioned in its weekly “Power On” newsletter.

The MR headset was demonstrated to the group ahead of its scheduled public unveiling in June, Gurman said. “It was an opportunity for the mixed reality team to rally leaders around what could be the next big platform after iPhone, iPad, Mac and Apple Watch,” he added.

Gurman also said that Apple’s Technology Development Group, which spearheads the MR initiative, has presented the product to the “Top 100” every year since 2018.

So what’s different this time?

Previous demos, Gurman says, were simple affairs designed to show progress and get the number of staff needed to keep the project running. The fact that the latest preview was at the Steve Jobs Theater suggests the product is close to a public reveal, he said.

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Challenges Galore: MR, which blends augmented reality and virtual reality, is still an emerging field and a far more risky proposition than Apple’s previous product launches, the columnist said. With the Mac, iPod, iPhone, Apple Watch and iPad, Gurman said Apple simply created better versions of products that customers have long been familiar with.

Challenges Gurman foresees with MR include:

• The fact that consumers need to be educated about the product and its value, among other things
• The prohibitive price of the product
• The lack of a clear killer app
• The need for an external battery that needs to be replaced every few hours
• A design that was noticed…