Apple’s previous versions, including the iPhone, iPad, and Apple Watch, were created under Jobs’ influence. However, the upcoming AR headset is expected to be the first to be developed. led only by Cook.

A long road for a new product

Industry experts consider the creation of the AR headset a source of sighs at Apple; While the design team pushed for a lightweight device without sacrificing functionality, operations executives, including Cook, pushed for a timely launch.

Despite the headset’s stated limitations (previously reported by Bloomberg analysts), including a fan-based cooling system and two-hour battery life, Cook hopes to capitalize on the growing demand for augmented reality devices and To accelerate the development of this market segment.

Even if Apple only sold one million earphones in the first year, this represents about 10% of the global headphone market. The launch will also provide a much-needed boost to the development of niche apps for AR and VR.

With the departure of former chief designer Jony Ive in 2019, the influence of the design team has waned and Cook’s operational approach appears to be taking over. The upcoming augmented reality headset is expected to become: A significant milestone in Cook’s leadership at Apple and the ability to drive the company to future success.

Apple’s new vision

If you believe the numerous statements from analysts like Bloomberg’s Mark Gurman, Apple is aiming to create an entirely new type of device. Augmented reality glasses should completely replace the iPhone, providing users with all the necessary functions, a convenient and understandable interface and accessibility.

At the same time, according to the same Gürman, the company’s first AR device will not be able to show the desired level of manufacturability. Apple realized that the current level of technology development would not allow it to create a truly groundbreaking product that could replace smartphones.

The analyst also noted that the device, which will be released this year, will cost close to 2009. 3 thousand dollarswhich immediately makes it a very niche product.