Executive Briefing

Apple Vision Pro looks amazing. What and who is it for?

Mainstream adoption is years away, if ever. But this is some of Apple at its best.

Apple Vision Pro
Images via Apple

Apple unveiled its long-awaited mixed-reality headset yesterday: Vision Pro, as it’s called, is launching next year and will cost $3,500 and up.

As a piece of technology and design, it looks incredible — I’m very excited to try one. The Verge’s Nilay Patel, who has tried it, says it’s “the best headset demo ever.”

But will it make a dent in the universe, the way Apple’s long line of hit products have? We won’t know for a while, but this week’s first look was promising.

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Dan Frommer

Hi, I’m Dan Frommer and this is The New Consumer, a publication about how and why people spend their time and money.

I’m a longtime tech and business journalist, and I’m excited to focus my attention on how technology continues to profoundly change how things are created, experienced, bought, and sold. The New Consumer is supported by your membership — join now to receive my reporting, analysis, and commentary directly in your inbox, via my member-exclusive newsletter. Thanks in advance.

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