Apple made a bold move at its annual developer conference by unveiling the Vision Pro, an expensive augmented-reality headset, marking its riskiest venture since the iconic iPhone's introduction over a decade ago.
This entrance into the market poses a challenge to Meta, which currently dominates the industry.
In addition to the Vision Pro, Apple introduced a range of new products and features during the conference. These include a 15-inch MacBook Air, the powerful M2 Ultra chip and enhancements to its iOS software.
With a starting price of $3,499, the Vision Pro is priced more than three times higher than Meta's most expensive headset in its mixed and virtual reality lineup. This high price point reflects Apple's confidence in testing a market that has been saturated with devices struggling to gain significant consumer traction.
It also positions Apple directly against Meta, the owner of Facebook, after years of contentious interactions between the two companies on matters such as user privacy and control over developer platforms.
UAE-based tech content creator Emkwan, who was at the official launch on Monday, believes the $3,499 price point might put some people off.
Emkwan explained some of the features the Vision Pro has:
Apple's headset will be available early next year in the US with more countries coming later in 2024.