Interview: "I Don't Know Either"
"People Will Choose According to Their Wallets"
But "Enjoy Tomorrow with the Device Bought Today"
Apple has unveiled its premium mixed reality (MR) headset, the Vision Pro, priced at over 4.5 million won, sparking controversy over the high consumer price. Apple CEO Tim Cook also admitted in an interview following the announcement that he was "not sure" if the price is appropriate for general consumers.
On the 6th (local time), Cook said on ABC's "Good Morning America," "People will make different choices depending on their financial situation," acknowledging the uncertainty.
However, Cook emphasized the high level of completion and functionality of the Vision Pro. He claimed, "The Vision Pro is a device embodying tomorrow's engineering," adding, "You can enjoy tomorrow with a device you can buy today."
Apple CEO Tim Cook introduced the mixed reality (MR) headset 'Vision Pro' at the 2023 Apple Worldwide Developers Conference (WWDC) held on the 5th (local time) at Apple Park in Cupertino, California, USA. [Image source=Reuters Yonhap News]
He reiterated, "The depth of engineering packed into the headset is astonishing," and said, "You can experience video beyond 4K on the headset. Of course, it costs money, but it is worth it."
The Vision Pro was first unveiled at the Worldwide Developers Conference (WWDC) held at Apple Park in Cupertino, USA, the previous day. It is scheduled for release next year, priced at $3,499 (approximately 4.5 million won). This price is six times that of Meta's 'Meta Quest 3,' which was revealed earlier.
The high price is matched by impressive specs. It features an ultra-high-resolution display with 23 million pixels packed into two 4K-class displays, wireless communication, Apple Silicon chipset, and its own software called Vision OS. Apple explains that it includes 12 cameras, 5 sensors, and 6 microphones to process all input information in real time, allowing users to experience the space itself.
However, the much higher price compared to typical electronic devices continues to be a subject of controversy. The US IT media outlet TechCrunch described the Vision Pro's price by saying, "$3,500 is not a consumer price," and called the Vision Pro "not a product."
Although sales of the Vision Pro may not be high, some evaluations suggest that if it proves its value commensurate with the price, it could become a catalyst for growth in the virtual reality (VR) device market in the future.
According to CNBC and others, JP Morgan stated, "Considering that the Vision Pro is a premium-priced product, significant sales are unlikely," but analyzed, "Apple's focus is not on achieving large sales volume with this first device in a multi-year journey, but on hitting a home run in consumer engagement."
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