The Apple Vision Pro is ‘expensive, impractical, and clearly nowhere near ready for the mass market’ – Benedict Evans

Apple CEO Tim Cook
The Apple Vision Pro is “amazing, and clearly part of the future, but also expensive, impractical and clearly nowhere near ready for the mass market,” independent analyst Benedict Evans writes.
Benedict Evans:
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The Vision Pro is a very un-Apple product launch: it’s effectively a very polished prototype or a developer kit, rather than a consumer product, and Apple doesn’t do that. (It has occasionally sold developer kits in the past, but it didn’t sell them to consumers.)
In a sense, I think this device might function as a test for that whole general computing thesis. With every previous xR device, you could always say ‘yes, but just imagine what it can be once the tech is better!’ Well, now we have something a lot closer to that ‘just imagine’ device. It’s a lot harder to hide behind plans for the future. This thing doesn’t even have any VR games – it’s naked before us, forced to survive as an actual computer. If we cannot make a compelling general purpose computing experience on a display system this good, then the whole field might have a problem…
It’s possible than in five years this will have started to work, and it’s possible than in five years we’ll have concluded that this is a niche, and we’ll have to wait for glasses, contact lenses or neural implants.
Meanwhile, back in March 2024, have you heard about this ‘ChatGPT’ thing?

Read Evans’ full article – highly recommended – here.
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MacDailyNews Take: There are a lot of people inside and outside of Apple who think the company should have waited on the Vision Pro, but it’s fairly easy today to see why Tim Cook released this beta (alpha?) devkit: He likely knew last year, or had a strong inkling, that Project Titan was a goner and there wasn’t much excitement in Apple’s pipeline. He’d need something to point to as “innovation” while he continued on his seemingly unending quest to iterate and monetize products invented by Steve Jobs’ Apple (a very different place) while continuing Apple’s retail store buildout. He also needed something to energize developers and, who knows, they might come up with a killer visionOS app while Apple toils on the long road to real lightweight spatial computing glasses and beyond.
More importantly, Apple last year had already come to the sad realization that they’d missed the generative artificial intelligence revolution and would need a distraction while they feverishly scrambled to catch up (the fruits of which — alongside what sound like disappointing partnerships which hopefully, somehow, preserve user privacy — we’ll hopefully begin to see at WWDC this June).
You have to feel for Cook. After a decade plus of being able to iterate and monetize Jobs’ inspired products and services and continue adding retail stores around the world to spectacular effect, and being lauded for it, he now finds himself in a place that requires actual vision to be able to see which path to take. And he’s not the guy. Even the guy who put him in the position knew it.
Tim’s not a product person, per se. – Steve Jobs
Beyond the fact that Cook can’t even execute a compelling live keynote address, his big send off, the “Apple Car,” fizzled in ignominious failure. So, despite myriad misgivings and protestations inside Apple, Cook pulled the trigger early on the Vision Pro. He had to have something to point to that would buy him some time. Even Apple’s rubber-stamping board of lackeys would wake up and start asking questions otherwise.
While Cook is hemming and hawing when faced with shareholders (virtually, of course, never again in person for as long as Cook remains), Apple is currently in scramble mode trying to catch up to rivals — including the world’s most valuable company, Microsoft — in generative AI, a technology the company seems to have completely missed while focusing instead on the not-ready-for-primetime Apple Vision Pro, visionOS, its now-canceled decade-long multi-billion-dollar electric vehicle boondoggle, replacing leather in iPhone cases and Apple Watch bands with overpriced junk in a quest to “save the planet,” forcing employees to endure a constant barrage of time-wasting zero-productivity DEI sessions, and myriad other various and sundry “initiatives” which Cook deems of import. – MacDailyNews, February 28, 2024
When you lose your visionary CEO and replace him with a caretaker CEO, this is the type of aimless, late, bureaucratic dithering that ensues. – MacDailyNews, November 21, 2017
Until it gets another visionary leader (fingers crossed; Apple’s history has shown – cough, Sculley, Spindler, cough – that the next CEO could be far, far worse than the very competent caretaker Cook), Apple can afford to miss things like generative AI – which they clearly did – and then use its huge war chest to catch up – which they’re doing right now (fun times and 80-hour weeks inside Apple Park!) – and, hopefully, surpass rivals (or at least be as good). Apple will very likely unveil their catch-up work within months (this June at WWDC 2024) in iPhones (and iPads, Apple Watches, etc.) with built-in on-device generative AI and other new AI-driven features. – MacDailyNews, February 14, 2024
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