Bloomberg reports that in the Steve Jobs Theater last week, Apple showed off its mixed-reality headset to the company’s top 100 executives.
Gurman described the event as an “important milestone” before the public unveiling of the headset in June. The purpose of the gathering was to get the senior Apple employees excited about the company’s upcoming flagship product.
Since 2018, Apple’s highest-ranking executives have had an annual sneak peek at the headset. While showing the progress of the project, these presentations were not intended to be public displays of the final product. The newest peek at the Steve Jobs Theater was said to be a much bigger deal and more “polished, glittery, and exciting.”
Although excitement is building within Apple for the debut, Gurman noted that there could be various problems with the gadget at the outset:
However, the device will begin at roughly $3,000, it will have no obvious killer app, it will need an external battery to be replenished every couple of hours, and its design has been judged unpleasant by several testers. There will also be a few media options available at the launch.
Because “this isn’t going to be a hit product right out of the gate,” Apple executives are reportedly “setting a realistic tone within the firm,” suggesting that the iPhone 8 may follow the same path as the Apple Watch.
According to Gurman, the product will “look like a dud” compared to the company’s current offerings once it is released. However, “Apple will likely become the market leader in mixed reality within a few months.” As lower-priced iterations of the headset are released in the future, executives believe consumer interest will rise.
