Apple launches MR headset 'Vision Pro'... Tim Cook calls it "Technology of Tomorrow"

Team Cook CEO Visits New York Store... "Determining Fair Prices Considering Value"

Apple's mixed reality (MR) headset 'Vision Pro' officially launched on the 2nd (local time). On this day, Apple displayed Vision Pro at all Apple Store locations across North America, allowing users to purchase and experience the device.

Apple's mixed reality (MR) headset 'Vision Pro'

The launch of Vision Pro comes eight months after Apple first unveiled the device as a 'spatial computer' at last year's Worldwide Developers Conference (WWDC) in June. It attracted global attention as Apple's first new product in nine years since releasing the Watch in 2015, following the iPhone revolution.

CEO Tim Cook celebrated the launch by visiting the Apple Store in New York that morning. In an interview on-site with ABC's morning news show "Good Morning America," Cook said, "The iPhone introduced us to mobile computing, and the Mac introduced personal computing. Vision Pro is the first spatial computer." He added, "People will interact with this device in various ways. Some will connect via FaceTime calls, and surgeons will use it for training. The use cases are as diverse as computers, and there are already over one million applications available."

Regarding the $3,500 price tag, he explained, "(Vision Pro is) tomorrow's technology available today," and "We priced it appropriately considering its value." He also noted, "(Vision Pro) is full of inventions," adding, "It holds 5,000 patents." Following the earnings announcement the previous day, Cook mentioned in a conference call that companies like Walmart, Nike, and Bloomberg have started investing in and utilizing Vision Pro as a platform for their customers and employees.

Pre-sales for Vision Pro began on the 19th, with over 200,000 units reportedly sold. Market estimates project Vision Pro's sales for this year to be around 500,000 units.