Mark Gurman pushes back his ship dates for Apple glasses and self-driving car

From Gurman’s “The Apple Car’s slow roll” posted to Bloomberg Technology’s Power On subscribers:

In Apple Inc.’s ideal scenario, it surprises the world with a product announcement and then releases it in stores just days later. With the company’s next round of major product categories, that likely won’t be the case…

Apple’s first headset will have a complex, expensive-to-build design, complete with interchangeable lenses. The company will likely need to work with governments globally on possible prescription lenses and partner with a bevy of manufacturers on complex technologies that neither side has shipped before.

That will take time, and of course, Apple will want to have such a breakthrough new category in public view before exposing it to leak risks when it gets into the hands of more Apple employees and partners who will need to contribute to it before release.

More important will be the months of necessary publicity to get people interested in a new (and pricey) product and to rally enough support among software developers to make it worthwhile. I could see Apple announcing the headset at its 2022 Worldwide Developers Conference and focusing that event on AR and VR app development. Then it could ship the product late next year or in 2023…

While the introduction of a headset will be complex, it will be nothing compared to a car. While Apple is targeting 2025 for a launch, actually getting the vehicle on city streets could take even longer…

In other words, don’t expect to ride in an Apple car for a long time.

My take: Okay. Now I get it. First Gurman makes headlines with rumors of way-earlier-than-expected launch dates. Then he makes more headlines — and disappoints readers — by reporting that his original dates were unrealistic.

19 Comments

  1. Romeo A Esparrago Jr said:
    What, bait & switch?

    5
    November 28, 2021
  2. Kirk DeBernardi said:
    “…and disappoints readers — by reporting that his original dates were unrealistic.”

    Maybe replace that with:

    “…by announcing that his contacts within Apple have played him by dropping false info.”

    I’m surprised that he’s been “connected” internally for so long. You’d think they would have smoked out his snitches buy now.

    6
    November 28, 2021
    • Fred Stein said:
      upvoted and agree. Your last two word, “buy now” – typo? or subconscious?

      2
      November 28, 2021
      • Kirk DeBernardi said:
        @ Fred Stein —

        Maybe I’d like to claim subconscious, but plain vanilla typo.

        😉

        0
        November 29, 2021
  3. Fred Stein said:
    Maybe his sources dried up, or got fired for leaking. (oops mixed metaphor). So he either takes scraps without regard for quality, or he makes up stuff.

    Regardless, AAPL is undervalued without accounting for glasses or a vehicle.

    2
    November 28, 2021
  4. David Emery said:
    “Then he makes more headlines …”

    Yup, it’s all about the clicks. There’s no penalty for being wrong, only a penalty for being ignored.

    6
    November 28, 2021
    • Rodney Avilla said:
      “ There’s no penalty for being wrong, only a penalty for being ignored.”

      Now there’s a quote worth repeating.

      2
      November 28, 2021
  5. Gregg Thurman said:
    or he makes stuff up

    That says it all. Make a claim nobody can refute then attribute it to anonymous sources not wishing to be identified, because they don’t exist.

    Welcome to 21st century digital “journalism”.

    3
    November 28, 2021
  6. Bruce Oran said:
    “maybe his sources dried up” OR…Gurman gets inside information with the full knowledge of Apple leadership (TC) who feeds it to him, knowing his mostly favorable coverage and usual credibility helps create demand…..you scratch my back…..

    1
    November 28, 2021
  7. Ken Cheng said:
    “company will likely need to work with governments globally on possible prescription lenses”

    Prescriptions need government cooperation?

    1
    November 28, 2021
    • Jerry Doyle said:
      @Ken Cheng: I suspect that the federal government through one of its agencies involving the FDA or even the FTC monitors the safety, effectiveness and manufacturing of the eyeglass part of the Headset. They are involved in oversight with rules relative to prescription lenses.

      0
      November 28, 2021
      • Robert Paul Leitao said:
        Ken & Jerry: I did a quick check. The FDA regulates prescription eyeglasses as a medical device. I can’t imagine Apple would get in the business of prescription lenses for a headset device. I suspect the consumer would have to order prescription lenses for the device from a provider with a prescription from a licensed ophthalmologist or optician.

        0
        November 29, 2021
        • Bart Yee said:
          @Robert point of clarification – eyeglass and contact lens prescribing is only done by Optometrists (mostly) and Ophthalmologists. Opticians are those persons qualified to make and supply eyeglasses and contact lenses for correction of vision.

          I know this partly as a family physician and my wife was an optometrist and her brother an ophthalmologist.

          0
          November 29, 2021
          • Robert Paul Leitao said:
            Bart: Thank you for the clarification. Because I almost always have my prescriptions filled at the “eye doctor,” I’ve used optician and optometrist interchangeably through the years. I appreciate the reminder of the difference between the two.

            0
            November 29, 2021
  8. Robert Paul Leitao said:
    No offense intended, but I tend to ignore the guy. I prefer to invest time in my own research and analysis.

    4
    November 28, 2021
  9. David Drinkwater said:
    “More important will be the months of necessary publicity to get people interested in a new (and pricey) product and to rally enough support among software developers to make it worthwhile.”

    Don’t agree. As soon as the product is announced, there will be demand. It will be like lines outside of an Apple Store for the new iPhone, but the queue will be expressed as lead times, not people standing in a row.

    0
    November 28, 2021
  10. […] Over the many years this speculation has existed, we’ve been told the project has stopped, been rebooted, delayed — and now we hear the car will be hitting roads perhaps as soon as 2025 (with a subsequent report claiming another delay). […]

    0
    November 29, 2021
  11. […] Over the many years this speculation has existed, we’ve been told the project has stopped, been rebooted, delayed — and now we hear the car will be hitting roads perhaps as soon as 2025 (with a subsequent report claiming another delay). […]

    0
    November 29, 2021

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