With a high initial price, it also can afford top-of-the-line performances able to make it relevant for the consumers who are most likely to have the most usage for this new product. In 2023, Apple announced its new product, the Vision Pro, a VR headset for the rather steep price of $3,499. The idea behind the Vision Pro is to create an entire new market, the way the iPhone did for the smartphone. The problem is that by now, the smartphone market is starting to mature and that could spell the end of growth for the company. Today, the business is mostly relying on smartphone sales, and the associated power of the app store ecosystem. And then ushered in a new era of digital mobility, with the iPod, iPhone and iPad. It was single-handedly responsible for some of the major innovations in the PC industry, under the visionary leadership of Steve Jobs. ( AAPL)Īpple is a company that went through multiple metamorphoses. And it might be as transformative for society as the personal computer or the smartphone has been at their own era. Now that all these preconditions are met, the AR/VR industry is ready to get started.
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