Why Apple’s Subsequent Massive Factor Nonetheless Is not Right here

Why Apple’s Subsequent Massive Factor Nonetheless Is not Right here

A yr in the past, the tech business was buzzing about the potential of Apple lastly revealing its long-anticipated AR/VR headset, which might turn into its first huge new product for the reason that 2015 launch of the Apple Wtch.

Apple’s mixed-reality headset, many believed, would give us a clear signal of the longer term. Apple has a historical past of setting business traits, beginning with ditching the floppy drive in its first iMac in 1998 all the way in which to satellite tv for pc SOS constructed into the iPhone 14, which different cellphone makers are apparently engaged on as properly. Apple is well-known for ushering area of interest merchandise into the mainstream, just like the smartphone and pill. 

However Apple did not exhibit a headset this yr. It did not even a lot point out the AR expertise anticipated to energy it that might overlay pc data on the true world. 

As a substitute, rivals who tried to get out in entrance of it have been met with blended success. Meta co-founder Mark Zuckerberg introduced the $1,500 Meta Quest Professional, a headset designed for workplace work that provides each AR and digital actuality, which envelops you in a computer-generated world.

Why Apple’s Subsequent Massive Factor Nonetheless Is not Right here

The Meta Quest Professional obtained a blended reception at launch.

Scott Stein/CNET

Meta’s headset obtained blended critiques after its October launch, with critics particularly complaining in regards to the excessive value, the two-hour battery life and the shortage of apps that really make the most of its latest options.

“Quest Professional looks like a half-step,” CNET’s Scott Stein wrote after making an attempt the machine, marking an inauspicious finish to Fb’s first yr underneath its new VR-inspired identify, Meta. 

The Apple headset’s no-show, and the Meta Quest Professional’s rocky launch, performed right into a messy yr for the tech business nonetheless hungry for the subsequent huge factor. For the previous 12 months, tech firms have been beset by a seemingly limitless barrage of challenges, from COVID-19 lockdowns that slowed manufacturing in China, to Russia’s unprovoked conflict in opposition to Ukraine, which led to sky excessive power costs, inflation and now issues of a recession subsequent yr.

“There was so much that the tech business needed to cope with that wasn’t deliberate,” mentioned Carolina Milanesi, an analyst at Inventive Methods. Consequently, tech firms — together with Apple — did not ship any surprises, a lot as they targeted on incrementally bettering merchandise.


Apple’s satellite tv for pc SOS was launched with the iPhone 14 this yr.

Kevin Heinz/CNET

Apple’s largest product modifications this yr targeted on including new options like crash detection capabilities for peace of thoughts with the $799 the iPhone 14, a extra rugged model of its Apple Watch and higher noise cancellation in AirPods.

Different firms made comparable, extra sensible, strides. Google launched its Pixel 7, a “barely higher cellphone” than final yr’s mannequin, CNET’s Lisa Eadiccio wrote in her overview. Microsoft in the meantime polished its Home windows 11 software program to energy a majority of the world’s PCs, with higher pc search in addition to altering the identify of its Workplace productiveness software program to Microsoft 365. And Amazon’s ever-popular $50 stocking stuffer Echo Dot speaker was refined with higher bass and sound, along with extending some Wi-Fi indicators.

Whereas many of those refinements have been properly obtained, business watchers mentioned they did not transfer the needle a lot on bigger futuristic traits.

“I might nearly name it a misplaced yr by way of progress,” mentioned Anshel Sag, an analyst at Moor Insights and Technique. Product delays will seemingly stay “a lifestyle,” he mentioned, “till issues come again to regular. No matter that’s.”

Just about disappointing

The dearth of Apple’s entry into blended actuality meant different new entries flailed with little buzz. 

And that wasn’t all. Zuckeberg’s effort final yr to rebrand Fb as Meta, brief for metaverse, fizzled. Whereas Zuckerberg mentioned he meant it as an indication of the corporate’s dedication to future expertise, buyers have more and more questioned the knowledge of the $10 billion he is pumped into the challenge thus far. Meta’s inventory has dropped practically 70% this yr.

Apple App Store icon

Apple’s App Retailer helped make the iPhone successful. Builders total have thus far been much less captivated with VR.

Angela Lang/CNET

Microsoft, in the meantime, misplaced its chief for its HoloLens headset workforce this summer time amid misconduct claims. And Sony mentioned its extremely anticipated PlayStation VR 2 machine will price $550 when it launches subsequent yr, not less than $50 extra than the price of its PlayStation 5.

It is most likely no shock then that half of youngsters responding to a survey from analyst agency Piper Sandler mentioned they have been uncertain or had no intention of shopping for a headset. Solely 9% have been to the purpose of buying one.


Additional financial instability predicted for 2023 could imply Apple and its rivals will seemingly delay deliberate new merchandise even additional, which analysts say is to be anticipated.

However the ripple results will hit different firms too, together with lots of the startups David Barnard talks to as a developer advocate for funds firm RevenueCat.

“Innovation tends to come back from smaller firms,” he mentioned, noting that even Apple’s well-regarded chip design workforce traces again to the startup P.A. Semi, which the iPhone maker purchased in 2008 for a reported $278 million. “If Apple wasn’t in a position to construct their very own customized chips, would they be capable to create a headset now? In all probability not.”

As for 2023, he’ll be watching to see the place builders put their power. In any case, he famous, the factor that separates an iPad from tablets powered by Google’s Android software program is the apps. The identical, he mentioned, helps the Apple Watch stand out in opposition to its rivals.

“Do not low cost the significance of builders,” he mentioned.


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