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<\/div>Apple CEO Tim Cook is far from giving up on virtual and augmented reality headsets, a gadget category that has been rife with setbacks and risky bets that didn't pan out<\/a>.<\/p> As Bloomberg<\/em>'s Mark Gurman reported over the weekend<\/a>, the tech giant is getting ready to launch not one, but two updated versions of its Vision Pro, a $3,499 mixed-reality headset that has seen sluggish sales<\/a> and even given wearers black eyes<\/a>.<\/p> That's despite rumors circulating last summer<\/a> that Apple had given up on a follow-up device of the uber-expensive gadget.<\/p> In fact, Cook is so convinced of the segment that he's looking to beat Meta CEO Mark Zuckerberg — who shares an obsession with AR and VR headsets<\/a> — to market. According to Bloomberg<\/em>, Cook wants to create a pair of AR glasses that buyers can wear all day.<\/p> \"Tim cares about nothing else,\" an insider with knowledge of the matter told Gurman. \"It’s the only thing he’s really spending his time on from a product development standpoint.\"<\/p> But given the segment's well-documented challenges in wooing a mainstream market<\/a>, that could be far easier said than done. We've seen numerous products fail to live up to the hype, particularly in the VR space.<\/p> As far as wearable smart glasses are concerned, Meta has some experience. Its Ray-Ban Meta AI glasses, which feature bone-conducting earphones, a camera, and a microphone, have proven surprisingly popular<\/a>.<\/p> However, to call them augmented reality glasses would be an overstatement, as they can't overlay data or other info over the wearer's vision.<\/p> Earlier this month, Gurman reported<\/a> that Meta is looking to follow up its glasses with a $1,000-plus deluxe version, which includes a screen for displaying photos and apps. But details are still pretty sparse and the company has yet to announce a release date.<\/p> Whether Apple can swoop in and release a lighter and cheaper pair of AR glasses remains to be seen. Even coming up with a successor to its much beefier and unwieldy Vision Pro headset could prove challenging. According to Bloomberg<\/em>, the goal is to greatly reduce both weight and price, which is an appreciable challenge, especially considering the possibility of escalating tariffs on Chinese imports.<\/p> To make the jump to a light accessory that has the same form factor as a pair of sunglasses is substantial. As a stepping stone, Apple is reportedly looking to attach a camera to its Apple Watch and AirPods, an admittedly awkward answer to Meta's Ray-Ban glasses.<\/p> In short, where Cook's obsession with beating Zuckerberg to the punch will leave Apple's foray into the glasses space is anyone's guess — though if there's one thing we know about Apple, it's that the company hates to lose.<\/p> More on Apple:<\/strong> Apple's AI-Powered Siri Is Such a Disaster That Employees Have Given the Team Developing It a Rude Nickname<\/a><\/em><\/p> The post Tim Cook Has a Strange Obsession<\/a> appeared first on Futurism<\/a>.<\/p> Read the original: Apple CEO Tim Cook is far from giving up on virtual and augmented reality headsets, a gadget category that has been rife with setbacks and risky bets that didn't pan out . As Bloomberg 's Mark Gurman reported over the weekend , the tech giant is getting ready to launch not one, but two updated versions of its Vision Pro, a $3,499 mixed-reality headset that has seen sluggish sales and even given wearers black eyes Continue reading
Tim Cook Has a Strange Obsession<\/a><\/p>","protected":false},"excerpt":{"rendered":"