After the Apple Vision Pro launch, company CEO Tim Cook sent out a memo to employees that thanked them for their efforts on the headset. Tim Cook compared the Vision Pro to the iPhone, iPad, Apple Watch, and Mac, suggesting that the latest headset will join the “pantheon of groundbreaking products.” The executive also stated that the product will “redefine technology as we know it.”
Tim Cook states that the Vision Pro is the first spatial computer, allowing users to interact in different ways
Cook visited the Apple Store in New York yesterday for the launch of the Vision Pro, and he was happy to see customers trying the headset for the first time. Vision Pro is the company’s first product that revolves around mixed reality and begins the era of spatial computing. The company believes Vision Pro can do much more than having a virtual space. Furthermore, it is the second major product launch under Tim Cook’s leadership, and how the industry responds remains to be seen.
Tim Cook also presented himself for a quick interview with Good Morning America, explaining how Vision Pro could transform the industry and the impact it would have. “The iPhone introduced us to mobile computing, the Mac introduced us to personal computing, this is the first spatial computer,” he said. “People are going to interact with it in different ways.” Cook compared the Vision Pro moment to the iPhone, iPad, and Mac, stating, “It is one of those moments.” The memo was shared by Bloomberg which reads:
Today we launched Apple Vision Pro, introducing an entirely new era of spatial computing. Moments like this should make us all pause — to celebrate what we’ve achieved and reflect on the amazing potential that still lies ahead.
This morning I was with our team at Apple Fifth Avenue, where the excitement for this moment was palpable. It’s an incredible thing to watch people experience Apple Vision Pro for the very first time. The impossible becomes possible right before their eyes, and often they don’t have the words to describe the experience. It really is a technology you have to see — and see through — to believe. And it was truly a gift to hear customers share their amazement, their emotion, and their dreams for this incredible device we’ve created. The whole experience reaffirmed the magnitude of this moment, as well as our Retail teams’ vital role in delivering this unprecedented technology to the world.
Apple Vision Pro brings together thousands of innovations to create a product that’s like nothing the world has ever seen before. It’s an extraordinary achievement, and as so many of you can attest, it has been years in the making. Apple Vision Pro is a reality thanks to you — thanks to your commitment, your passion, and your contributions to the special culture that drives innovation at Apple. I especially want to thank all of the teams that have been dedicated to this project, who poured in countless hours over many years to yet again push the boundaries of what is possible.
Of course, for us, the most important thing about Apple Vision Pro is how it enriches our customers’ lives — strengthening connection, unlocking potential, and empowering people to accomplish things that simply wouldn’t be possible any other way. It’s profoundly moving to think of people reliving their most treasured memories, or even introducing a loved one to a relative they never had the chance to meet. It’s exhilarating to imagine the unbelievable new entertainment experiences our customers will discover, and the innovative apps our amazing developers will create. It’s exciting to think of everything this unlocks for industries the world over, and of the incredible opportunities that still lie ahead. Because with spatial computing, this is just the beginning of the impact we can make.
Two weeks ago we celebrated the 40th anniversary of the Mac, a revolutionary device that transformed the world and laid the foundation for decades of innovation. When we shared iPod with the world, we put a thousand songs in our customers’ pockets overnight. I remember the day we launched iPhone. We knew we had something special, but none of us could have foreseen its profound impact on our everyday lives. Then came iPad, a magical sheet of glass that becomes anything you want it to be, fostering new forms of connection and creativity for millions of people. With Apple Watch, there isn’t a day that goes by I don’t get a note from a user about its lifesaving impact. And now with today’s launch, Apple Vision Pro joins the pantheon of groundbreaking products that have defined Apple and redefined technology as we know it.
It’s not every day we have a moment like this one. Thank you for all you’ve done to make it possible.
Apple’s Vision Pro is priced at $3,499, which is quite a lot for a virtual reality headset, but Cook justifies it by saying that “it is tomorrow’s technology today.” Apple’s Vision Pro pre-orders began January 19, and the shipment dates have already slipped to next month. However, you can reserve a demo and check out the headset starting Monday. The headset is only available in the United States, but the company aims to launch it in additional regions ahead of the WWDC 2024.