Apple Demonstrated Mixed Reality Headset to Top Executives Last Week [Report]

Apple demonstrated its upcoming mixed reality headset to about a hundred of its highest ranking executives last week, according to Bloomberg reporter Mark Gurman. The demonstration took place in the Steve Jobs Theater, signalling that the headset's launch is imminent.

Top executives have been shown the headset before; however, those demonstrations were discreet "Fight Club demos" where the "first rule of Fight Club is you don't talk about Fight Club." Last week's demo was described as "polished, glitzy and exciting"; however, many executives recognize the difficulties Apple will encounter while pushing into this market.

But this time was different. Earlier demonstrations were lower-key affairs, meant to show progress and secure the headcount needed to keep going. The latest preview took place in the Steve Jobs Theater, Apple's biggest showcase, suggesting that a public unveiling is getting close. The executives attended the event ahead of heading to their annual offsite, held at a resort in Carmel Valley, California.


Apple's first headset will likely see minimal sales in its first year, especially with the rumored $3000 price tag. Additionally, the headset purportedly lacks a killer app, requires an external battery that only lasts a couple hours, has limited media content, and has a design that some testers have found uncomfortable.

The company believes that it can sell about a million units of the headset, possibly called the Reality Pro or Reality One, in its first year. As consumer interest grows, Apple will allegedly launch a successor with far better performance and a cheaper model at half the price. Those models could arrive in 2025. Ideally, the headset will follow a similar path to the Apple Watch, growing in popularity with each new model.

Currently, Apple is expected to unveil its mixed reality headset to developers at WWDC 2023 in June. Please download the iClarified app or follow iClarified on Twitter, Facebook, YouTube, and RSS for more updates.



[Concept]