Bloomberg: Get ready for Apple's next big thing

"While everyone has been yawning over the last few new phones, Cook has quietly created arguably the tech industry’s biggest success story of the past decade."

From Max Chafkin's "The Sneaky Genius of Apple’s AirPods Empire" posted Thursday by Bloomberg Businessweek:

Sometime next year, Tim Cook will appear before the Apple Inc. faithful and unveil the company’s next major computing platform, a headset that mixes virtual reality and augmented reality. Its code name is N301, though trademark filings suggest its real name may be the Apple Reality Pro. Those filings, and the early word, hint that the device’s components will probably blow away the VR headsets made by Facebook, Sony, and HTC. Apple’s version of VR seems likely to look better, run faster, and feature more immersive graphics. It’s also almost guaranteed to be a letdown, at least at first.

Apple has been working on its headset for seven years, and the project now has about 2,000 employees, including the guy who was previously running VR development for NASA. Today’s VR market, however, is still minuscule by Apple standards. Facebook, which renamed itself Meta Platforms Inc. as part of an expression of its commitment to the metaverse, as VR is sometimes described, accounted for almost 80% of headsets sold last year, according to market research firm IDC. The entirety of that business represents a little more than 0.5% of Apple’s overall revenue, which sounds less like a fundamental strategic shift and more like what the company makes selling fancy iPhone cases.

Ten years after the failure of Google Glass, Apple’s headset will have to prove itself to become a mainstream hit. That makes the Reality Pro a tempting target for anybody who wants to opine that the company has lost its way. We know this because similar declarations have met pretty much every move Cook has made in the 11 years since Steve Jobs died.

My take: Chafkin is taking a lot for granted here.


  1. Michael Goldfeder said:
    I’m wondering if you paired Max Chafkin and Mark Gurman they would both turn purple? Max’s resentment of consumers who love and appreciate Apple devices comes through like a tsunami. I appreciate good sarcasm but his hit piece is so transparent it has Claude Rains blushing.

    Thanks for the read PDF as it’s always nice to identify yet another troll.

    September 22, 2022
  2. Christopher McManus said:
    Apple did not sell 120 million AirPods. AirPods does not account for 50% of Wearables/Home/Accessories. Not even close.

    Imagine being a reporter for Bloomberg reporting on Apple and being so wrong on the facts

    Imagine being a reporter for Bloomberg reporting on Apple and being so bitter and wrong about the company

    September 22, 2022
    • David Emery said:
      Imagine being Bloomberg management and counting clicks, rather than caring about facts….

      September 22, 2022
  3. Neal Guttenberg said:
    From the article’s title, I would have thought the piece would have been very different. Just another bit of clickbait masquerading as a piece about a new product category from Apple.

    September 22, 2022
  4. Gregg Thurman said:
    I rarely click through, especially if I recognize the author/publisher.

    September 22, 2022
  5. Peter Kropf said:
    [Today, FaceBook, holding a Blackberry-like domination of the VR market]…

    “accounted for almost 80% of headsets sold last year, according to market research firm IDC.”

    September 23, 2022

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