Business | After the iPhone

Apple’s Vision Pro headset ushers in a new era of personal technology

Tech firms are racing to build the gadget that supplants the smartphone

Two hands holding the Apple Vision Pro with a surreal landscape scene in the lens.
Illustration: Twisha Patni
|SAN FRANCISCO

Apple fans have eagerly awaited February 2nd to get their hands on the tech giant’s latest gadget, a new augmented-reality headset called the Vision Pro. Some early reviewers complained that it caused headaches and had a two-hour battery life. Many potential buyers will be put off by the price tag of $3,499. Still, perhaps 200,000 have been pre-ordered, about 40% of what Apple had reportedly expected to sell this year. Tim Cook, Apple’s boss, has described trying the Vision Pro as an “aha moment”. “You only have a few of those in your lifetime,” he added.

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This article appeared in the Business section of the print edition under the headline “After the iPhone”

From the February 3rd 2024 edition

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