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You are funny... go on tell another one.

Fact: I probably had a phone whilst you were still inside your Dad.

Good one! I’m probably older than you are.

My point was that anyone looked at the “smart”phone market in 2006 would have concluded that it was awful. And it was. And then the iPhone launched and nothing has ever been the same.

I’m not saying Apple will hit a home run on that kind of scale again (that’s probably a once in a corporate lifetime event). But you have to assume that the reason for the delay is that they are trying not to just release a “me too” product. Assuming they can do that, you can’t judge what will be by what has been to date.

Personally, my money is on them not being able to hit a home run here, at least unless/until they can deliver something with a low profile (slim glasses/contact lenses) with actual real world application.
 
Glad Ive is involved. People unfairly give him crap because of the butterfly keyboard ignoring all the other fantastic design work he has done.
 
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In case this gets archived like the initial iPod / iPad responses:

Who is this for? I don’t see a use case. B2B market?
 
Glad Ive is involved. People unfairly give him crap because of the butterfly keyboard ignoring all the other fantastic design work he has done.
Actually he brought the clean design language of Dieter Rams into the Apple world. And his own contribution sometimes was to „improve“ upon the design in a way that put form way too much over function …
 
that sounds great. i never want to see my nice house or look out the window and see real birds or real sunshine while i work ever again.

You can do whatever you want but it is an great use case and option that people are missing. Personally I love the idea of having my desk cleared of screens or not having my living room setup dominated by the placement of a television. This device could allow for homes to become less screen centric because physical screens wont be necessary anymore. Also with mixed reality they could do several things to still have a connection to the outside world. Everyone is assuming that this will be comparable to Meta’s offerings but that’s never been Apple’s MO. This device will greatly surprise most people posting in this thread.
 
You can do whatever you want but it is an great use case and option that people are missing. Personally I love the idea of having my desk cleared of screens or not having my living room setup dominated by the placement of a television. This device could allow for homes to become less screen centric because physical screens wont be necessary anymore. Also with mixed reality they could do several things to still have a connection to the outside world. Everyone is assuming that this will be comparable to Meta’s offerings but that’s never been Apple’s MO. This device will greatly surprise most people posting in this thread.
This is an interesting idea
 
I definitely wanted one at first too but now I’m wondering why. What about this article gets you excited for it? Im more curious than anything about it now.

Mostly the possibilities. The new ground. I think this is the next platform, like the watch and the iPad where what we can do and what can be done with it are still not written.

Greenfields and all that.

And I am a developer so it's easier to build out an idea I have for it that does not exist.

Like AR Cat Litter Box Cleaning game. j/k.

Custom solutions I can build with it excites me as well.
 
I’m curious how they’re going to sell this. $4000 and you’re not going for gaming at all? Didn’t Gurman say Apple was working on gaming for it? Seems weird.
Yup, the pricing structure and marketing focus are really intriguing to me. I would’ve thought it would be gaming / entertainment / communication, with the first two being the largest focuses. I can’t wait to see this thing. Nobody is going to pay $3k+ for a FaceTime Animoji-enhancer.
 
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I'm curious to see how Apple handles motion sickness issues. Corporations will not be able to implement a product that makes a large percentage of employees sick. Maybe starting with augmented reality over VR helps.
 
Mostly focus on business and collab. I don't see how this is going to fly on the gaming side. I have Oculus CV1, Quest 2, mid-high-end gaming PC to run Oculus store, Steam, and Standalone PC games.

If Apple allows or is backed by OpenVR / OpenXR supports. It would fly but no, lack of native Vulkan support and lock down to Metal only that <1% of the game/app market. Just laughable.

Apple AR/VR = is that mean we can get back to working from home?

Ahh, that old chestnut. Apple has been working on AR/ VR for a very long time. The move to custom silicon is going to allow unheard of levels of integration. The shortsightedness of some of the comments in this thread are reminiscent of those that were spouted when the first iPhone hit the shelves and look how that turned out:


Balsillie (RIM) on the iPhone in February 2007: "It’s kind of one more entrant into an already very busy space with lots of choice for consumers ... But in terms of a sort of a sea-change for BlackBerry, I would think that’s overstating it."

“We’ve learned and struggled for a few years here figuring out how to make a decent phone. PC guys are not going to just figure this out. They’re not going to just walk in.” – Ed Colligan, Palm CEO, November 16, 2006

“I can’t believe the hype being given to iPhone… I just have to wonder who will want one of these things (other than the religious faithful)… So please mark this post and come back in two years to see the results of my prediction: I predict they will not sell anywhere near the 10M Jobs predicts for 2008.” – Richard Sprague, Microsoft Senior Marketing Director, January 18, 2007

“We are not at all worried. We think we’ve got the one mobile platform you’ll use for the rest of your life. [Apple] are not going to catch up.” – Scott Rockfeld, Microsoft Mobile Communications Group Product Manager, April 01, 2008

“[Apple’s iPhone] is the most expensive phone in the world and it doesn’t appeal to business customers because it doesn’t have a keyboard which makes it not a very good email machine… So, I, I kinda look at that and I say, well, I like our strategy. I like it a lot.” – Steve Ballmer, Microsoft CEO, January 17, 2007

“The iPhone is going to be nothing more than a temporary novelty that will eventually wear off.” – Gundeep Hora, CoolTechZone Editor-in-Chief, April 02, 2007

“Apple should pull the plug on the iPhone… What Apple risks here is its reputation as a hot company that can do no wrong. If it’s smart it will call the iPhone a ‘reference design’ and pass it to some suckers to build with someone else’s marketing budget. Then it can wash its hands of any marketplace failures… Otherwise I’d advise people to cover their eyes. You are not going to like what you’ll see.” – John C. Dvorak, Bloated Gas Bag, March 28, 2007

“There’s an old saying — stick to your knitting — and Apple is not a mobile phone manufacturer, that’s not their knitting… I think people overreacted to it — there was not a lot of tremendously new stuff if you think about it.” – Greg Winn, Telstra’s operations chief, February 15, 2007
 
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Yup, the pricing structure and marketing focus are really intriguing to me. I would’ve thought it would be gaming / entertainment / communication, with the first two being the largest focuses. I can’t wait to see this thing. Nobody is going to pay $3k+ for a FaceTime Animoji-enhancer.
I'm keeping an open mind but I agree, I think I heard they're not expecting to sell a ton of them but also they're not aiming it solely at devs so that also confuses me too.
 
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Ahh, that old chestnut. Apple has been working on AR/ VR for a very long time. The move to custom silicon is going to allow unheard of levels of integration. The shortsightedness of some of the comments in this thread are reminiscent of those that were spouted when the first iPhone hit the shelves and look how that turned out:


Balsillie (RIM) on the iPhone in February 2007: "It’s kind of one more entrant into an already very busy space with lots of choice for consumers ... But in terms of a sort of a sea-change for BlackBerry, I would think that’s overstating it."

“We’ve learned and struggled for a few years here figuring out how to make a decent phone. PC guys are not going to just figure this out. They’re not going to just walk in.” – Ed Colligan, Palm CEO, November 16, 2006

“I can’t believe the hype being given to iPhone… I just have to wonder who will want one of these things (other than the religious faithful)… So please mark this post and come back in two years to see the results of my prediction: I predict they will not sell anywhere near the 10M Jobs predicts for 2008.” – Richard Sprague, Microsoft Senior Marketing Director, January 18, 2007

“We are not at all worried. We think we’ve got the one mobile platform you’ll use for the rest of your life. [Apple] are not going to catch up.” – Scott Rockfeld, Microsoft Mobile Communications Group Product Manager, April 01, 2008

“[Apple’s iPhone] is the most expensive phone in the world and it doesn’t appeal to business customers because it doesn’t have a keyboard which makes it not a very good email machine… So, I, I kinda look at that and I say, well, I like our strategy. I like it a lot.” – Steve Ballmer, Microsoft CEO, January 17, 2007

“The iPhone is going to be nothing more than a temporary novelty that will eventually wear off.” – Gundeep Hora, CoolTechZone Editor-in-Chief, April 02, 2007

“Apple should pull the plug on the iPhone… What Apple risks here is its reputation as a hot company that can do no wrong. If it’s smart it will call the iPhone a ‘reference design’ and pass it to some suckers to build with someone else’s marketing budget. Then it can wash its hands of any marketplace failures… Otherwise I’d advise people to cover their eyes. You are not going to like what you’ll see.” – John C. Dvorak, Bloated Gas Bag, March 28, 2007

“There’s an old saying — stick to your knitting — and Apple is not a mobile phone manufacturer, that’s not their knitting… I think people overreacted to it — there was not a lot of tremendously new stuff if you think about it.” – Greg Winn, Telstra’s operations chief, February 15, 2007
Wow, what incredibly shortsighted comments in hindsight. I hope my skepticism in here isn't going to be grouped along with those guys in fifteen years! :) Personally I think they'll undoubtedly find a market, and I've even got some AAPL shares earmarked to be sold to cover the cost of mine when it releases, but I am a little perplexed that one of the main focuses isn't anticipated to be gaming.
 
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Looks like this is Jony I've last product.
I think people misunderstand Ive’s current role. He‘s not running design. Judging by the changes in design philosophy with the new Macs, it doesn’t appear like he’s intimately involved with every Apple product. But he’s still working on significant initiatives like the headset.

You could make a great argument that Ive’s work with Apple has run its course and it’s time to move on. But ultimately that decision is up to him and Tim Cook and anyone else is just speculating.
 
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I figured that gaming would be its primary focus. Wonder what it's actually meant for.
In the beginning, I imagine this to be a lot like the first Apple Watch... It was pretty good at a few things, but excellent at nothing. People will laugh and say Apple has failed, but they'll forget it did similar things with the AW and iPhone.

Then, as software and hardware evolve, they'll build out features in some areas, and downplay it in others as the device matures and becomes more of a juggernaut.
 
Not for three thousand dollars. People won't buy this in droves when it costs that much especially now. The iPod was a massive hit because it blew all other designs out of the water and it wasn't stupid expensive. The iPhone blew existing mobile devices out of the water (I'm looking at you, Blackberry) but it might not have been a huge success if the cost to purchase wasn't effectively subsidized by the wireless companies. I doubt people would pay 100% of the cost of a fully-loaded iPhone 13.

It's going to need a few really killer apps and some way of masking the cost.
The original iphone cost $699 cash, no subsidiaries in any way, plus a two year contract
 
You in 2006: "So not into this smartphone stuff...it simply isn't there right now..."
To be fair, it's not like the 2G iPhone was all that.

Somewhere in the 3G-4 range is where the iPhone went from being novel to being essential.
 
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