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There's some developer, back-end support that I liked hearing about. But even still, it's 100% going to be enterprise is driving it first. So it's a really challenging price point. And $3,500 is enough for- not a lot of enterprises are going to afford it either.

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To what extent, Eric, do you think enterprise is going to be the driver of all of this? Because, yes, you're always going to have Apple enthusiasts who are willing to shell out the money, but not everybody can afford $3,500.ĮRIC ABBRUZZESE: Right. As we've seen, Apple do that with past product launches. So I expect a regular non-pro device going forward that'll be a lower cost.ĪKITA FUJITA: Yeah. Usually, there's a regular device and then a pro.

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You know, I mentioned- I noticed that Pro was already in the name. But Apple is very good at delivering unique content in a very seamless way.Īnd so I think the use cases and the user experience will probably be best in class. I think a lot of people will probably think no.

Does it deliver three times or five times or 10 times the value of those? That's up for debate. It creates a difficult go-to market, I think, if you're going up against similar headsets like Meta Quest Pro at $1,100 or Quest 2 and 3 that are $500 and under. $3,500 is a tough pill to swallow for anybody. And they announced consumer partnerships with Disney. They had a fine line to tread between consumer and enterprise content. You know, if you do everything right, it has a cost in an early market like this with nascent technology. Enough to make this product successful?ĮRIC ABBRUZZESE: Well, like Bob said, they did everything right that they could have. SEANA SMITH: So Eric, I know you're paying close attention to the price and the target users. So let's see what happens there, because, if that experience isn't great, then I think that could be a challenge as well. And it's not a generative AI-powered Siri.

It's only going to be your hands and your voice. The other big question I have in terms of- besides wearability is the experience. And I think you're going to see reinvigoration. It's Apple, right? I mean, Apple creates categories. And, you know, I think they're clearly going to. Can Apple in the launch today reinvigorate that?īOB O'DONNELL: It's a great question, Akiko. Now, it feels like the enthusiasm has kind of died down. You could argue last year was the year of the metaverse, where everybody was talking about these headsets. But you know, my question to you is about the timing of all this, because there was so much anticipation around this. You get a bit of a headache after a while. Bob, it feels like comfort is really going to be key. But that will be a big question is, what's the long-term comfort? And then does it deliver enough value for that $3,500 price point?ĪKITA FUJITA: Yeah. Of course, the battery pack only lasts two hours anyway. And the question really for me is, what's the long-term wearability of the device?īecause what I've found in the past- and I even did some research on this before- after about 30 or 40 minutes, a lot of people are like this is uncomfortable, and I don't really want to wear it. But we've seen some of these things before with HoloLens and with Magic Leap and with the early Meta stuff. And Apple did a fantastic job of showing this Vision. And then that's obviously a big concern.īut- but here's my bigger concern, because I've tracked and watched a lot of these AR and VR devices over the years. That is, of course, until the price point hit. And like you said, I think they did a good job of positioning it in a way that a lot of different people could see, oh, maybe I could use that. I mean, it's clearly a very exciting device. What did you make of this headset starting there and whether or not this is going to be a game changer for this sector of devices?īOB O'DONNELL: Well, it's a great question, Seana. Eric, let me- or Bob, let me start with you, since you were at- Bob, some of these things, you were at the event. Joining us now, we want to bring in Eric Abbruzzese, and we also want to bring in- he's a research director at ABI, and Bob O'Donnell, the research president and chief analyst here at TECHanalysis.

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