Apple is rumored to have held a secret gathering in the Steve Jobs Theater last week to showcase the company’s upcoming mixed-reality AR/VR headset to a group of roughly 100 highest-ranking executives, according to Bloomberg journalist Mark Gurman, who says the staff were given a preview of the new device ahead of its rumored public unveiling in June.
Gurman says the device was demonstrated for the group, adding that demonstrations were “polished, glitzy and exciting” as the device nears the final stages of its development.
The headset, which Gurman expects will start at around $3,000, is said to “lack a clear killer app, require an external battery that will need to be replaced every couple of hours and use a design that some testers have deemed uncomfortable.”
It is understood that executives are striking a realistic tone within Apple, noting that the launch of the new AR/VR headset won’t see the device become a hit product right out of the gate. “But it could follow a similar trajectory as the Apple Watch,” says Gurman.
In 2021 we saw The Information publish a sketch of the upcoming headset, claiming to have seen secret internal imagery from an unnamed source “with direct knowledge” of the development, reporting that the device will offer a “sleek, curved visor attached to the face by a mesh material and swappable headbands.”
Concept creator Ian Zelbo has released visuals showing what Apple’s new headset will probably look like based on earlier leaked information, featuring an Apple Watch-style adjustable headband and AirPods Max reminiscent mesh cushion for comfort around the wearer’s eyes.
The new headset is expected to be announced at Apple’s annual Worldwide Developers Conference (WWDC) in June, with dates for the event expected to be announced in the coming weeks.