Tech

Apple is expected to unveil a sleek and expensive headset. Is it the device VR was looking for?

Apple CEO Tim Cook speaks about the Apple Watch at Apple’s event at the Bill Graham Civic Auditorium in San Francisco on Wednesday, September 9, 2015. If Apple unveils its widely anticipated headset with mixed reality tech on Monday, it will be the company’s product. It’s the biggest new product since the Apple Watch debuted nearly a decade ago.Credit: AP Photo/Eric Risberg, File

Apple seems poised to unveil a long-rumored headset that puts users between the virtual and real worlds, but at the same time, after other companies have failed to capture the public’s imagination. It also appears to be testing the ability of tech trendsetters to popularize devices with new features.

After years of speculation, the widely-anticipated announcement is ready for Apple’s annual developer conference in Cupertino, Calif., on Monday at a theater named after the late co-founder Steve Jobs. is in order. Apple may also use the event to show off his latest Mac computers, preview the iPhone’s upcoming operating system, and discuss strategies around artificial intelligence.

However, according to media leaks, the star of the show is likely going to be goggles called “Reality Pro,” and while the company wasn’t always the first to develop the product, it’s Apple’s promise to release innovative technology. It could be a new milestone in the legend. Challenge yourself to create a specific device.

Apple’s pedigree dates back to 1984 when Mr. Jobs in a bow tie peddled the original Mac, a tradition that continues with the iPod in 2001, the iPhone in 2007, the iPad in 2010, and the Apple in 2014. It was followed by the Watch and then AirPods in 2016.

But with Apple’s new headsets priced in the $3,000 range, they could be met with a lukewarm reception by all but wealthy tech enthusiasts.

Other big tech companies looking to sell headsets and glasses with technology that pushes people into artificial worlds or projects digital images alongside landscapes, should the new devices prove to be niche products. And Apple will be forced into the same shackles as startups. And what really lies on the front of the theme format known as “augmented reality.”

Apple’s goggles have a sleek design and are expected to be able to switch between fully virtual and augmented options (also known as “mixed reality”). That flexibility is sometimes called external reality, or XR for short.

Facebook founder Mark Zuckerberg describes these alternate three-dimensional realities as the “metaverse.” It’s a maniacal concept that he’s renaming his networking company Social to his Meta Platforms in 2021 and is trying to push into the mainstream by pouring billions of dollars into improving virtual technology.

But while much of the Metaverse remains a digital ghost town, Quest, Meta’s virtual reality headset, has so far primarily appealed to video game players looking for a more immersive experience in this category. It remains the best-selling device.

Apple executives are likely to avoid mentioning the metaverse when discussing the potential of the company’s new headsets, given the skepticism surrounding the term.

In recent years, Apple CEO Tim Cook has regularly touted augmented reality as the next big leap forward in technology, but he hasn’t set a specific timetable for when it will gain public attention. not

People stand outside the Steve Jobs Theater before an event in Cupertino, Calif., Wednesday, Sept. 12, 2018. It will be the company’s biggest new release when it unveils its much-anticipated mixed-reality-powered headset at the theater on Monday. It’s been around since the Apple Watch was announced about a decade ago.Credit: AP Photo/Marcio Jose Sanchez, File

“If you look back at a point in time and zoom out into the future and look back, you’ll wonder how you would have lived your life without augmented reality,” Cook, 62, said last September. said in an interview with Audience of Italian students. “Like today, you’re going to wonder how someone like me grew up without the internet. You know, I think it can get that deep. And it can happen overnight.” It’s not going to be deep.”

Responses to virtual, augmented, and mixed reality have so far been decidedly imperfect. Some gadgets that have adopted this technology have been ridiculed, most notably Google’s Internet-connected glasses, which launched more than a decade ago.

After Google co-founder Sergey Brin initially performed a skydiving stunt during a tech conference in San Francisco to demonstrate the potential “wow factor” of early models and build excitement for the device, Consumers quickly lost interest in products that could be surreptitiously manipulated by users. Take photos and videos. The backlash was so intense that people wearing the gear became known as “Glassholes,” and Google pulled the product a few years after its debut.

Microsoft also had limited success with its HoloLens mixed-reality headset in 2016, but earlier this year the software maker insisted it would continue to focus on the technology.

Magic Leap, a startup that sparked excitement with a preview of its mixed reality tech that evokes the sight of a whale breaching a gym floor, had such a hard time selling its first headset to consumers in 2018 that it has since gone on to do so. We have shifted our focus to: Industrial, medical and emergency applications.

Magic Leap’s Chief Transformation Officer, Daniel Diez, said he had to answer four key questions about Apple’s goggles. Does it cost? ”

Anticipation of Apple’s goggles selling for thousands of dollars has already dampened hopes for the product. Wedbush Securities analyst Dan Ives expects Apple’s goggles to boast “amazing” technology, but the company’s device will sell just 150,000 units in its first year on the market. , and said it was only a small part of the company’s portfolio. In comparison, Apple sells more than 200 million units a year of the company’s flagship product, his iPhone. But the iPhone wasn’t an instant sensation, and in his first year on the market, he sold less than 12 million units.

In a move apparently aimed at raising the expected price of Apple’s goggles, Zuckerberg went out of his way to say last week that the upcoming Quest headset would sell for $500, an announcement made by Metaplatform at its tech conference. It took place four months before they were supposed to show off their latest devices. .

Since 2016, virtual and augmented reality device shipments have averaged 8.6 million units per year, according to research firm CCS Insight. The company expects sales to remain sluggish this year, with device sales at around 11 million units, gradually reaching 67 million units in 2026.

But those predictions were clearly made before it became clear whether Apple would release a game-changing product.

“Especially in the consumer market, especially when it comes to finding killer applications and solutions, I would never ignore Apple,” Magic Leap’s Diez said. “If someone enters the consumer market early, I wouldn’t be surprised if it’s Apple.”

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