Apple

Hopefully, of the many things Apple learns from the Vision Pro Gen 1 is that building a massively over-engineered Rolls Royce MR face-computer is that they’ve finally hit a wall with both their bonkers product pricing scheme and their magical thinking about their internal product visions always seamlessly translating to widespread consumer reality. I mean, especially on the latter point, they’ve been falling flat for a few years, but mostly with smaller products and services, but now it’s happened with the launch of a major new product class— and it has failed spectacularly.

Don’t get me wrong: the Vision Pro is revolutionary wrt what it can become, but Apple released a product that was way too fucking expensive and which didn’t have the ecosystem of support functions to make it clear to everyone even what it’s for. It’s not an MR/AR/VR headset. It’s a FACE-COMPUTER which operates in MR only, and very few people can really wrap their heads around using a computer only that way, especially since even Apple hasn’t made it work that way very well or even made a case for why it should (outside of extreme edge cases)— yet.

This is future tech for a future when we’re ready for and need it. Right now, people just want an MR peripheral, not a whole ass FaceMac. And - for goddamn sure - nobody wants to pay for one.