Apple’s Vision Pro launched last year as a cutting-edge technological feat, yet it’s been plagued by issues like its high price and being too heavy for some. But the Vision Pro has one very big advantage in its favor that could make all the difference in the world: Tim Cook’s AR glasses goal.
Cook ‘cares about nothing’ but AR glasses, per report
Over the weekend, Mark Gurman shared several big updates for Apple’s Vision-related future products.
Two new Vision Pro-like devices are reportedly in the works. One will be lighter and more affordable, while the other plugs into a Mac for ultra low-latency performance.
But these ultimately aren’t the main attraction for Apple.
Gurman writes:
Still, all of this is a stepping stone toward Cook’s grand vision, which hasn’t changed in a decade. He wants true augmented reality glasses — lightweight spectacles that a customer could wear all day. The AR element will overlay data and images onto real-world views.
Cook has made this idea a top priority for the company and is hell-bent on creating an industry-leading product before Meta can. “Tim cares about nothing else,” says someone with knowledge of the matter. “It’s the only thing he’s really spending his time on from a product development standpoint.”
This insider’s words about Cook’s mindset are especially strong.
If accurate, they make one thing very clear: Tim Cook needs Vision Pro to succeed.
Cook has previously referred to Vision Pro as an “early adopter product,” but that may be even more true than it seems on the surface.
Why? Because Vision Pro is Apple’s main path toward AR glasses.
Vision Pro isn’t just for early adopters because it’s a first-gen product, as though Vision Pro 2 will suddenly be far more mass-market.
It’s also for early adopters because the end goal for Apple is years down the line, when AR glasses can provide a visionOS-like experience.
Vision Pro and visionOS will keep getting heavy investment to achieve Cook’s goal
Seen this way, Apple doesn’t need Vision Pro to become a hit to merit ongoing investment.
Apple will keep investing in Vision Pro and visionOS because it’s the only way to get to the finish line of AR glasses.
Tim Cook’s reported singular focus on AR glasses is fantastic news for Vision Pro users today, and for the platform’s future.
It means the CEO won’t sacrifice the Vision platform in response to short-term letdowns.
Vision Pro and visionOS will continue getting better, even if they don’t benefit the company’s finances, because Cook’s playing the long game.
Limitations of modern tech may prevent Tim Cook from building his dream product just yet.
But heavy continued investment in Vision products is the best chance Apple has at success.
What do you think of Tim Cook’s reported focus on building AR glasses? Is it good news for Vision Pro? Let us know in the comments.
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