Tim Cook pushes AR glasses against the advice of their own developers
- March 13, 2023
- 0
The launch of the first AR glasses caused division at Apple. Tim Cook wants to get the glasses on the market as soon as possible, while the developers
The launch of the first AR glasses caused division at Apple. Tim Cook wants to get the glasses on the market as soon as possible, while the developers want to wait a few more years.
Apple has regularly changed course in its plans to market AR glasses. What was initially intended as a high-end model with an M2 chip has already been scaled back to glasses with limited hardware. The start has also been postponed several times. When it comes down to Tim Cook, there’s no more delaying and the AR glasses are set to launch later this year.
According to the Financial Times, the start date of the AR glasses is causing major disagreements between Apple management and developers. According to the employees, the glasses are still a long way from being ready for the market at this point in time. However, Apple COO Jeff Williams would be pushing for the glasses to launch by June and is backed by the big boss.
Hurry and haste is rarely good
Cook therefore makes no secret of the fact that he is a big fan of AR technology. He describes augmented reality as an “indispensable” technology for the near future. Apple has been working on the first commercial AR glasses for seven years. Cook worries that if Apple hesitates too long, rivals like Samsung and Google will come out on top. Just as the company paved the way for the smartphone with the first iPhone, it now wants to do the same with AR.
However, developers fear that Apple would take too big a risk by releasing a rushed and unfinished product. They also believe that the market is not yet mature enough. In their opinion, it would be better to wait a few more years until there is more demand and applications for AR glasses.
Slow start
In June, Apple will hold its annual WWDC conference. Will the AR glasses be ready by then and at what price? In any case, Apple assumes that it will be able to sell a maximum of one million AR glasses in 2023. That’s on top of the 226.4 million iPhones sold in 2022 (according to market numbers from IDC). A lightning campaign should then boost sales from 2024.
Source: IT Daily
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