Apple Throwing 'Everything But Kitchen Sink At Consumers' To Make MR Headset A Winner, Says Gurman

Apple Inc.’s AAPL mixed reality headset may not be lapped up by users with both hands due to some constraints.

No Killer App Yet: Apple hasn’t found a killer app that will make the roughly $3,000 headset a must-have item, Bloomberg columnist Mark Gurman said in his weekly “Power On” newsletter. He also delved into efforts underway at Apple to make it a hit product.

“Instead, it’s trying another tactic: throwing everything but the kitchen sink at consumers,” he said.

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Cupertino is looking ahead to pack the headset with a variety of features such as games, fitness services, and even an app for reading books in virtual reality in the hope that buyers find something they like, Gurman said. The Apple headset, which is likely to be dubbed the Reality Pro or Reality One, is packed with new technologies and a wide range of capabilities, the columnist said.

These include:

• Ability to run most of Apple’s existing iPad apps such as Books, Camera, Contacts, FaceTime, Files, Freeform, Home etc. in mixed reality, blending augmented reality and virtual reality.
• New “Wellness” app with a focus on meditation, featuring immersive graphics, calming sounds and voice-overs.
• Ability to run the hundreds of thousands of existing third-party iPad apps from the App Store with either no extra work or minimal modifications.
• New portal for watching sports in virtual reality as part of Apple’s push into streaming live games and news.
• Large gaming focus, including top-tier titles from existing third-party developers for Apple’s other devices.
• Feature to use the headset as an external monitor for a connected Mac.
• Advanced videoconferencing and virtual meeting rooms with realistic avatars.
• New collaboration tools via the Freeform app that lets users work on virtual whiteboards and go over material together.
• New VR-focused Fitness+ experience for working out while wearing the headset.
• A way to watch video while immersed in a virtual environment, such as a desert scene or in the sky.

Gurman also said users will be able to operate the headset in several different ways, including by hand and eye control and Siri. It will also work with a connected keyboard or controls from another Apple device, he added.

The Apple specialist expects the features to be accompanied by a wave of apps from third-party developers.

“Over time, I would expect Apple to refocus the headset on a more manageable set of features — after it learns which ones consumers prefer,” he said.

Does Apple Have Time At Disposal? The moot point is whether Apple will have enough time to go through all these before users potentially lose interest, Gurman said. He cited Meta Platforms Inc.'s META predicament of losing consumers early on with an unclear vision.

“To avoid that fate, I expect Apple to quickly respond to the market’s demands,” Gurman said.

“With the right price changes and hardware upgrades, a mixed-reality headset could be a key part of Apple’s future.”

Price Action: Apple ended Friday's session, falling 0.98% at $165.02, according to Benzinga Pro data.

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