Apple builds pavilion for AR/VR headset demos

The launch plan for the device sounds quite familiar.

Author

Leander Kahney
June 02, 2023

Apple reportedly built a special structure on its Cupertino spaceship campus to demo its AR/VR headset.

The pavilion will be used after Monday’s WWDC keynote — which will offer the first look at the long-rumored device — for hands-on demos. More importantly, it sounds like Apple plans to continue giving demonstrations of the new product all summer long.

This suggests that Apple is replicating the launch strategy of the original iPhone, which was announced at Macworld six months before it went on sale. The delayed launch built colossal hype for the iPhone, guaranteeing massive lines at Apple stores when the device finally became available to buy.

It looks like Apple is doing something similar to build excitement for the Apple-verse. And while it sounds like Cupertino has a solid plan to lure more developers, media and other influencers into the fold, the company faces a bit of a tough sell.

We’ll soon see if Apple’s genius-level marketing can convince people to spend $3,000 on a fancy computer that straps onto your head.

Also in today’s newsletter:

  • It looks increasingly likely that Apple will launch a new Mac Studio next week, and not a new Mac Pro. Read the details here.

  • Get 26 apps in the Adobe Creative Cloud for just $29.99.

  • If you ever wanted to work for Apple, now may be your chance. The company’s looking for an AI engineer.

    — Leander Kahney, EIC.

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One more thing ...

❝

I never worried about money. I grew up in a middle-class family, so I never thought I would starve. And I learned at Atari that I could be an OK engineer, so I always knew I could get by. I was voluntarily poor when I was in college and India, and I lived a pretty simple life even when I was working. So I went from fairly poor, which was wonderful, because I didn’t have to worry about money, to being incredibly rich, when I also didn’t have to worry about money.

I watched people at Apple who made a lot of money and felt they had to live differently. Some of them bought a Rolls-Royce and various houses, each with a house manager and then someone to manage the house managers. Their wives got plastic surgery and turned into these bizarre people. This was not how I wanted to live. It’s crazy. I made a promise to myself that I’m not going to let this money ruin my life.

— Steve Jobs, 2011.

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