Vision Air THE BOLD MOVE BEHIND THE NEXT CHAPTER IN AUGMENTED REALITY

Apple has long been a pioneer in consumer technology, redefining how we interact with devices through innovation and design, from iPhone to Apple Watch. Now, CEO Tim Cook is setting his sights on a new frontier: augmented reality, and after the lukewarm reception to the Apple Vision Pro, an all-new Vision Air product could help him achieve his ambition.

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THE FUTURE IS AR

Tim Cook has been vocal about his belief in augmented reality for over a decade, describing it as a technology with the potential to transform how we live, work, and connect. In a 2016 earnings call, Cook expressed enthusiasm for AR, citing its ability to enhance real-world experiences without isolating users, unlike virtual reality. "AR allows individuals to be present in the world," he said in 2017, contrasting it with VR's immersive but isolating nature. His vision has consistently centered on lightweight, all-daywearable AR glasses that seamlessly blend digital information with the physical world. This focus has only intensified in recent years. According to Bloomberg's Mark Gurman, Cook is "hell-bent" on delivering authentic AR glasses before competitors, particularly Meta, which has made strides with its Ray-Ban smart glasses. Sources close to Apple suggest that AR glasses are Cook's top priority, with one insider stating, "Tim cares about nothing else" from a product development standpoint. This laser focus reflects Cook's ambition to cement his legacy at Apple, moving beyond the shadow of Steve Jobs by introducing a groundbreaking product category.

The Apple Vision Pro, launched in February 2024, was a bold first step into spatial computing. Priced at $3,499, it showcased Apple's technological prowess with highresolution micro-OLED displays, advanced cameras, and the M2 chip. However, its hefty price tag, weight, and limited battery life (up to 2.5 hours for video playback) made it a niche product for early adopters. Cook himself acknowledged its appeal to those seeking "tomorrow's technology today," but the Vision Pro was never the endgame. Instead, it laid the groundwork for what's next: a lighter, more accessible device to bring AR to the masses.