Apple’s $3,499 Vision Pro Headset Will Test Marketing Might
- The debut follows more than seven years of development
- Apple is pushing into market dominated by Meta Platforms
Apple Inc. will charge an eye-popping $3,499 for its long-awaited mixed-reality headset, testing whether consumers are ready to spend big bucks on a technology that the company sees as the future of computing.
The iPhone maker unveiled the new Vision Pro headset at its annual Worldwide Developers Conference on Monday, the culmination of more than seven years of development. Introduced with Steve Jobs’ trademark phrase — “one more thing” — the product vaults Apple into the first major new category since it began selling smartwatches in 2015. The Vision Pro also could be one of the riskiest launches in the company’s history.