FILE PHOTO: A women uses an iPhone mobile device as she passes a lighted Apple logo at the Apple store at Grand Central Terminal in New York City, U.S., April 14, 2023. REUTERS/Mike Segar
SAN FRANCISCO: Apple is set to show off pricy mixed reality headgear at its annual Worldwide Developers Conference WWDC(), challenging Facebook-owner Meta in a market that has yet to sizzle.
The iPhone maker has remained mum on reports that it is poised to unveil a headset for augmented or virtual reality experiences at its annual jamboree for developers and app designers.
The release would be the most significant product launch by the iconic iPhone maker since it unveiled the Apple Watch in 2015.
It could also invite more tensions between Apple chief executive officer Tim Cook and Meta’s Mark Zuckerberg who have feuded over the handling of their sprawling tech empires, especially over data issues and China ties.
Expectations are high that Apple will use the WWDC stage to spotlight a “Reality Pro” headset priced at around US$3,000 (RM13,724), along with custom-made software for the gear, Wedbush analyst Dan Ives said in a note to investors.
“We believe Apple’s Reality Pro will come with many apps and use cases,” Ives said.
Cook is also expected to talk about the company’s strategy when it comes to artificial intelligence, which has been in the spotlight since startup OpenAI released ChatGPT late last year.
The headset has been in development at Cupertino-based Apple for years, and will focus on gaming, streaming video and conferencing, as well as health and fitness, according to Ives.
It is also expected to sync closely with other Apple devices, following the company’s strategy of using premium hardware to lock customers into other products and services.
“From all reports, Apple hoped to release a product that felt more like designer glasses than a gaming headset, but it’s releasing something much bulkier,” said Insider Intelligence principal analyst Yory Wurmser.
“It wants to get its device into the hands of early adopters and developers, who will start to build a (mixed reality) ecosystem around Apple software.”
A report by Bloomberg described the latest headset as a high-tech pair of ski googles that would project a wearer’s eyes and facial expressions on an external screen.
Just days before Apple’s event, Meta ramped up its line of Quest virtual reality headgear. — AFP
