The Financial Times, citing unnamed sources, reported that there were internal disputes over how and when Apple would launch its first AR/VR product. The operations team wanted to get the headset out as quickly as possible, even though it was bulky, while the design team waited for a lightweight version to be in place.
Apparently, Tim Cook sided with the ops team. “We overcame objections from Apple’s design team to wait for technology to catch up with our vision,” the Financial Times noted.
The Financial Times analyzed that this decision reflects the reality that after the departure of Apple’s design chief Jony Ive, the initiative was transferred to the operations team. It was “unthinkable” when Jony Ive was at the helm, but now the operations team seems to have more influence over Apple’s decision-making, he said.
The dispute over when to launch mixed reality headsets suggests two long-term things. The first is that this product is important to Apple. I don’t think the first one will sell much, but I’m sure it will eventually become as popular as the iPhone. The other represents complaints from Apple, and Tim Cook, to be exact, about endless delays. The mixed reality headset is expected to be unveiled at WWDC in June this year or at the iPhone launch event in September. However, it has suffered from persistent delays and competitors are already developing similar products.
More than anything else, Tim Cook seems to see mixed reality headsets as a legacy for Apple’s future. Although he successfully launched the Apple Watch and AirPods during his tenure, mixed reality headsets mark a new direction for Apple beyond the iPhone and are products that will extend Tim Cook’s influence to coming years. In a situation where his retirement continues to be discussed, there is also analysis that it is natural for Tim Cook to desperately want the helmet out soon.
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