In the coming weeks, Apple is expected to unveil a groundbreaking and unconventional product, a mixed-reality headset, marking a departure from its usual product launch strategy. The device, which has been seven years in development, is a considerable gamble for the tech giant, as it veers into uncharted territory. In a new expose, the Wall Street Journal has confirmed much of the earlier rumours regarding the device.

Breaking the Mold: Apple’s Mixed-Reality Device

Unlike Apple’s previous forays into new product categories, the headset is debuting in a still-experimental phase, marking a distinct shift from the company’s modus operandi of introducing fully polished products to the market.

The headset, likened to a pair of ski goggles, combines augmented and virtual reality into a single device, a term the industry calls “mixed reality”. This allows users to interact with virtual worlds while simultaneously being aware of their physical surroundings, thanks to outward-facing cameras. However, the device is not expected to achieve mass adoption as quickly as its predecessors, the iPhone and Apple Watch.

Potential Hurdles Ahead

Despite months of preparation, the launch of the device may face potential hurdles. The expected price tag of $3,000 puts it out of reach for many consumers, and the company is already anticipating production issues. The device will also feature a separate, handheld battery pack, a notable design departure from Apple’s typically sleek and minimalist product line.

Furthermore, Apple’s timeline may still be subject to change due to challenges with integrating the headset with new software, production issues, and the broader market’s readiness for such a device.

Why Now?

Despite the challenges, Apple is forging ahead with the launch due to several factors. First, the company has already invested significant capital and resources into developing the headset. Second, waiting longer to perfect the device would give competitors a more significant foothold in the market.

Metaverse Skepticism

As Apple ventures into the realm of the metaverse, it’s worth noting that early adopters have been somewhat disillusioned with the technology. Meta Platforms (formerly Facebook) has struggled to maintain user engagement with its virtual reality headsets, and companies like Walt Disney Co. and Microsoft have shut down their respective metaverse and VR projects.

Yet, Apple’s track record for expanding markets and consumer adoption of new technologies, as seen with the iPod, iPhone, and Apple Watch, leaves many hopeful for the success of the new headset.

The Road Ahead

Despite the scepticism, many industry insiders expect Apple’s headset to significantly elevate the market for metaverse products. The device’s capabilities reportedly far exceed those of its competitors, offering superior performance and immersion.

Potential applications for the headset extend beyond gaming, with suggestions of virtual fitness classes, global team meetings, experiential training, and even assistance in surgical procedures. However, it is believed that the full potential of this technology, such as a regular-looking pair of glasses capable of full digital immersion, is at least a decade away.

Manufacturing and Distribution

Apple is expected to begin mass production of the headset in September 2023, with shipment forecasts for the year estimated at 200,000 to 300,000 units, according to Apple analyst Ming-chi Kuo. These numbers are much smaller than the first-year production figures for the initial generations of the iPhone and Apple Watch.

The device’s high price tag and significant design concessions, such as the device’s external battery pack and fully enclosed design, suggest that Apple’s typical hardware margins may be slim as the company builds up production.

A New Era for Apple

In a departure from its traditional product launch strategy, Apple’s new mixed-reality headset is set to make waves in the industry. Despite potential hurdles and industry skepticism, the device may very well redefine the metaverse.

Launch and Future Developments

The launch of Apple’s mixed-reality headset is expected to be a crucial moment for the company. The team behind the device, led by Vice President Mike Rockwell, has been operating in a high-pressure mode, working to deliver a sleek and functional product despite the significant technical challenges involved.

The device’s success will also heavily depend on the development of an engaging ecosystem. Apple employees are currently striving to create a “killer app” for the headset and are exploring ways to port existing mobile apps to the device.

The device’s unveiling is planned for Apple’s upcoming annual software conference in June. This move would signal Apple’s intent to galvanize developer interest in creating content for the headset. A significant portion of the conference is expected to be dedicated to software development for the new headset.

A Challenge to the Status Quo

Despite the considerable challenges, Apple’s venture into the realm of mixed reality is a testament to the company’s innovative spirit. As Apple defies its own rules with the launch of this experimental product, it continues to push the boundaries of consumer technology.

However, the launch also raises questions about the readiness of the market for such a product. The high price tag, coupled with the device’s departure from traditional Apple design philosophy, may pose challenges for mass market adoption.

The Future of Mixed Reality

While Apple’s entry into the mixed-reality market is a significant move, the technology is still in its early stages. The dream of a regular pair of glasses capable of fully immersing a user in a digital world is still likely a decade away, according to industry insiders.

For the time being, the focus is on expanding the uses of the technology beyond gaming. From virtual fitness classes to experiential training and global team meetings, the possibilities are exciting.


As Apple gears up to launch its mixed-reality headset, the company is stepping into uncharted territory. With a high price tag and a departure from traditional design norms, the product is a gamble.

However, if Apple’s history of innovation and market expansion is anything to go by, the mixed-reality headset could very well be the next big thing in consumer technology. Only time will tell if Apple can once again redefine a market and usher in a new era of digital immersion.