![]() So the critical question isn’t if the Vision Pro itself is a great product (it’s not) but whether it has the genes for success. In fact, this is a reflection of Apple’s strategy: Start with a product that’s more an elegant proof-of-concept than a prime-time hit rely on early adopters to provide enough runway for its engineers to keep iterating and trust in unmatched capital, talent, brand equity, and staying power to morph a first-gen toy into a third-gen triumph. iHubrisīetting against a first-generation Apple product is a bad trade - from infamous dismissals of the iPhone to disappointment with the original iPad. Can you imagine Steve Jobs wearing the Vision Pro … ever?Ĭook reveres Jobs, and Jobs’s signature management principle was “focus means saying no.” So why did the greatest CEO in history, as measured by shareholder value added, green light the Ishtar of computing products? Hubris, a shift in our culture, and an existential struggle with Mr. He’s reportedly been skeptical of the product, and he never donned the device during the keynote or the “hands-on” session afterward. The device will age as well as candy cigarettes - and Tim Cook knows it. Yet I believe these $3,500 ski goggles will be the company’s first major commercial failure of the century. The Vision Pro is a technical achievement: Marques Brownlee said the positive aspects were “the best I have seen in any VR headset by a mile” and Robin Roberts looked as if she would hug Tim Cook after her demo. That track record, not the product, is what made Monday’s mixed-reality headset announcement so compelling. And the iPhone, the most successful consumer product in history. This millennium, Apple has introduced a string of landmark products: the definitive portable music player, the most popular tablet computer, those ubiquitous wireless earbuds, an iconic lightweight laptop and the standard issue coder’s laptop, a new way to pay, a smartwatch that outsells the entire Swiss watch industry. ![]()
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