Scott Galloway had an interesting take on the most recent Pivot podcast. He believes that Tim Cook can't stand Mark Zuckerberg and has been watching what Zuck has been doing with the Quest. In Galloway's eyes, Vision Pro is a hedge, a "call opinion" as he put it (for the poker players out there), against Meta. A few billion dollars of R&D over many years is nothing for Apple. Should the public become interested in headsets, Apple will have positioned themselves, once again, as the premium tier product. Cook doesn't want Zuck to control the "next big thing" in computing, although, at this point, there's no indication that headsets are the next big thing.