Tim Cook says to “stay tuned” for Apple AR/VR products

The news: A new interview with Tim Cook is Apple’s best hint yet at what’s to come for augmented and virtual reality products (via China Daily USA).

  • When asked about many consumers being underwhelmed by the AR/VR products currently available on the market today, Tim Cook replied by saying “I could not be more excited about the opportunities in the space. Sort of stay tuned and you will see what we have to offer.”
  • This is a rare quote from Cook that confirms (without confirming) that we are getting close to the unveil of Apple’s first serious AR/VR product, rumored to be a hybrid headset costing upwards of $2,000
  • A special event in January 2023 is said to be when this device is finally unveiled to the public

Sam’s take: I think Cook answering questions in this way is a concrete strategy to get folks talking about what Apple’s foray into the AR/VR space will be. When Cook doesn’t want to answer a question like this, he just says he isn’t ready to share any details at this time. But to say, specifically, to “stay tuned” to what Apple is doing…that’s a direct reference that there is something big coming. I can’t wait for January.