LogInApple CEO Tim Cook defended Apple Vision Pro's $3,499 price tag as "great value," emphasizing exceptional engineering and advanced features of the headset.
During the recent Worldwide Developers Conference, Apple finally unveiled its long-rumored mixed-reality headset, Apple Vision Pro, showcasing its features and capabilities and revealing its price of $3,499.
The announcement of the device's cost was met with mixed reactions, but Apple CEO Tim Cook has provided a justification for the headset's price tag, describing it as a "great value" in a recent interview.
Speaking to Good Morning America, Cook tried to explain that $3,499 is a reasonable price, highlighting the exceptional engineering and advanced features of the Apple Vision Pro. He mentioned that users would enjoy a remarkable experience with more than just a 4K resolution in each eye, emphasizing that such innovation comes at a cost.
"The engineering and depth of engineering in it is mind-blowing," Cook said. "You’ve got more than a 4K experience in each eye. Of course, it doesn’t come for free. It costs something to do that. But I think it’s a great value."
The Apple Vision Pro's high price point can certainly be justified by a range of notable features. The headset boasts 12 cameras, five sensors, and six microphones. It also incorporates two powerful chips, including the M2 chip, which is also found in high-end laptops like the Apple MacBook Pro 13-inch, and a newly introduced chip R1.
Additionally, multiple reviewers have highlighted that the displays mentioned by Cook are among the most impressive ones found in mixed-reality headsets to date.
Still, for many customers, Apple's characterization of a $3,499 mixed-reality headset as "great value" might seem out of touch, especially in the midst of a cost-of-living crisis.
However, Apple's positioning also indicates the company's target audience for the new device. The headset is not aimed at the average tech enthusiast but rather at developers and affluent early adopters who will play a crucial role in paving the way for a consumer-ready version.
The software development for the Vision Pro will undoubtedly require substantial time, but the long-term goal apparently is to develop a more accessible version of the headset once the necessary advancements are achieved. In Tim Cook's own words, the Vision Pro is "tomorrow's engineering, today." "So you're going to live in the future and you're going to be able to do it today".
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