Will Apple “Apple-ize” AR/VR Today?

Apple is set to unveil a virtual reality headset at WWDC today. The result of seven years of development, the headset signifies Apple’s ambitious foray into the AR/VR market, a sector where the pioneers have arrows in their backs.

Apple’s headset (long-rumored to be priced at $3,000, though a new rumor suggests it could be $1,999) promises to offer a unique, high-end experience that positions it differently from its less expensive competitors. The launch’s timing, coinciding with the developer conference, encourages third-party creators to maximize the device’s potential, creating an expansive ecosystem of AR/VR apps and functions.

Beyond the headset, Apple is expected to showcase software updates and new features for its platforms. New health and fitness functionalities will be part of the iOS 17 update, and a 15-inch MacBook Air equipped with the M2 processor is also in the pipeline. We’ll do an updated blog post with all the announcements from WWDC as they unfold.

Price aside, consumers had a real problem dealing with the sociology of Google Glass (and other previous AR/VR eyewear offerings). It was cool for about 10 minutes, then it wasn’t. I remember the first time I ran into a fellow “glasshole” in the wild; it was fun for about 10 seconds, then it wasn’t. The most important thing we’re going to learn from Apple’s new headset is if “the time for AR/VR” has come.

Author’s note: This is not a sponsored post. I am the author of this article and it expresses my own opinions. I am not, nor is my company, receiving compensation for it.

About Shelly Palmer

Shelly Palmer is the Professor of Advanced Media in Residence at Syracuse University’s S.I. Newhouse School of Public Communications and CEO of The Palmer Group, a consulting practice that helps Fortune 500 companies with technology, media and marketing. Named LinkedIn’s “Top Voice in Technology,” he covers tech and business for Good Day New York, is a regular commentator on CNN and writes a popular daily business blog. He's a bestselling author, and the creator of the popular, free online course, Generative AI for Execs. Follow @shellypalmer or visit shellypalmer.com.



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