Why Tim Cook Is Going All In on the Apple Vision Pro
This was as far from a VR headset as a kid’s Schwinn bicycle is from a Gulfstream G800 private jet. Just as when I scrolled my finger around the wheel of the first iPod or used my finger and thumb to zoom into an image on the first iPhone. With the Vision Pro, I could look at an app icon and simply tap my fingers together, and the app would open. And then it was hanging in front of me. In the clearest resolution I’d ever seen in my life. I could swipe through images with my hands, move things with my fingers. Unlike other VR headsets, where you have to use a controller that feels like you have lobster claws for hands, with the Apple Vision Pro your eyes become the mouse absolutely seamlessly. “It’s mind-blowing,” Cook said to me when I told him about my experience. “We live in a 3D world, but the content that we enjoy is flat.”
And here it is:
I know deep down that the Apple Vision Pro is too immersive, and yet all I want to do is see the world through it. “I’m sure the technology is terrific. I still think and hope it fails,” one Silicon Valley investor said to me. “Apple feels more and more like a tech fentanyl dealer that poses as a rehab provider.” Harsh words, but he feels what we all feel, a slave to our smartphone, and he’s seen this play before and he knows what the first act is like, and the second act, and he knows how it ends.