Mark Gurman: Apple demoed headset last week, still overheating

From "Apple Shows AR/VR Headset to Board in Sign of Progress on Key Project" posted Thursday on the Bloomberg:

Apple Inc. executives previewed its upcoming
mixed-reality headset to the company’s board last week,
indicating that development of the device has reached an
advanced stage, according to people with knowledge of the

The company’s board, made up of eight independent directors
and Apple Chief Executive Officer Tim Cook, convenes at least
four times a year. A version of the device was demonstrated to
the directors during the latest gathering, said the people, who
asked not to be identified because the meeting was private.
In recent weeks, Apple has also ramped up development of
rOS -- short for reality operating system -- the software that
will run on the headset, according to other people familiar with
the work. That progress, coupled with the board presentation,
suggests that the product’s debut could potentially come within
the next several months.

The headset, which combines elements of virtual and
augmented reality, is Apple’s next big bet. It represents the
company’s first major new product category since the Apple Watch
in 2015 and would vault the tech giant into a still-nascent
industry -- one currently dominated by Facebook owner Meta
Platforms Inc. Apple is seeking new ways to expand its devices
business, which makes up about 80% of annual sales.
Apple has aimed to unveil the headset as early as the end
of this year or sometime next year, with a consumer release
planned for 2023. It targeted an introduction at the Worldwide
Developers Conference in June, but challenges related to content
and overheating have led to potential delays, Bloomberg has

My take: One step forward, one step back.

Cue the Bloomberg video:


  1. Bart Yee said:
    Uh, Facebook/Meta’s “domination” relies on Oculus being “virtually” the only major player in a niche gamer-VR type market. The use cases for the product are rather limited and software support is also limited by FB and game makers alike. As such, there is little competition to challenge FB’s “domination”. FB sold 8.9M Oculus 2 units in 2021, roughly the same market as Samsung’s late Note series, or all its Foldables for the last 2 years. None of these are especially large, lucrative, or mainstream markets without a wider use case to show consumers potential reasons to spend for.

    Apple has led the way in expanding seemingly limited markets that they enter – Watch, AirPods, Macs, etc., even Apple TV. With thoughtful hardware and software development plus developers providing strong use cases, a well functioning Apple AR device could carve out a nice profitable market for itself.

    May 19, 2022
    • Fred Stein said:
      And meta is selling their device at cost. Not a good validation of value

      May 19, 2022
  2. Charles A. said:
    Does this mean Apple has a snitch on its own BOD? Pretty shocking, if true.

    May 19, 2022
    • Rodney Avilla said:
      More likely the snitch was someone involved in the preparation and demonstration to the BOD, or even more likely, someone who knew someone who was involved the prep and show

      May 20, 2022
  3. Michael Goldfeder said:
    OTOH, if true, this certainly ups the ante as to who is going to be an impact player in the “Metaverse.” Buy Warren Buy.

    May 20, 2022
  4. Robert Stack said:
    And OTOH, this might have been a “planned leak” to remind all potential buyers of AR/VR tech that Apple is planning to release something soon. (E.g. Don’t go out and buy an Oculus headset any time soon, as they could be obsoleted by Apple before the year is out!)

    May 20, 2022
  5. Kirk DeBernardi said:
    “…said the people, who
    asked not to be identified.”

    Once again, where would journalism be without these phrases of hearsay, vagueness and uncertainty to tick some interest.

    Gurman makes a living off of them.

    (Jus’ sayin’.)

    May 20, 2022

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