In the fast-evolving world of technology, where innovation drives competition, Apple CEO Tim Cook is setting his sights on a groundbreaking project. According to insider Mark Gurman’s latest newsletter, Power On, Cook is determined to position Apple ahead of competitors in the augmented reality (AR) market, particularly in a showdown with Meta. This article explores Cook’s ambitious plans and the implications for Apple’s future.
Insider sources indicate that Cook’s current obsession is to outpace Meta in the race for industry-leading AR smart glasses. Despite the Apple Vision Pro headset being one of the best AR devices available, its sales have not met expectations, primarily due to its hefty price tag of $3,499 in the U.S. and even higher in other markets. The Vision Pro was seen more as an entry point, a tactical compromise reflecting today’s technological limits, as Apple sought to maintain relevance amidst the rising popularity of VR headsets, especially the Meta Quest 3.
Meanwhile, Meta has been hard at work, unveiling Orion—AR smart glasses that have been a decade in development. Meta envisions these glasses as a modern replacement for traditional smartphones. As Cook’s ambition intensifies, he is prioritizing the development of Apple’s version of AR glasses to ensure that Apple leads the market once they launch.
Cook's dedication to this project is evident; according to an insider from Gurman’s report, "Tim cares about nothing else. It’s the only thing he’s really spending his time on from a product development standpoint." It seems AR has become the singular focus of Cook's leadership.
While I am excited to see what Apple is brewing behind the scenes, recent setbacks associated with products like Apple Intelligence raise questions about the feasibility of Cook’s vision. It will be interesting to witness how the impending battle between Apple and Meta unfolds in the coming years.
