Shulou(Shulou.com)11/24 Report--

On the morning of May 19, Beijing time, it is reported that the augmented reality (MR) headset developed by Apple in the United States is basically ready, and outsiders are expected to unveil the mystery to the world in the next few weeks. Interestingly, a former Apple marketing executive poured cold water on the hardware a few days ago.

Michael Gartenberg, a former Apple marketing executive, said Apple's augmented reality head could become one of the worst technology products ever.

Gartenberg pointed out that Apple's headset is a high-risk "gamble", the most important reason is that there is little market for similar products launched by competitors. Currently, augmented reality headsets are sold by both Magic Leap and Microsoft, but sales are mediocre. It has been revealed that some Apple employees are also worried about the product.

Mr Gartenberg said Apple could launch such a new product because management was under intense internal pressure to launch "the next major innovation".

It is reported that Apple plans to officially launch augmented reality headsets at the Global developer Conference on June 5. Over the years, the Apple team has devoted itself to research and development, and has delayed the release several times.

The hardware may be priced at $3000, and the price is staggering. Coupled with the app features and performance, some Apple employees are not optimistic about the new product for a number of reasons.

The pilot described the device as looking like traditional ski goggles, uncomfortable to wear and lacking killer apps that can hook users.

Mr Gartenberg said that if the media reports of Apple employees were true, then the augmented reality device would be a product that "very lacks Apple style".

Historically, Apple has sold millions of innovative products with high profit margins, and Apple will not launch expensive experimental products for minorities such as developers or enthusiasts, the former executive said. Google's smart glasses and Microsoft's HoloLens failed.

Apple has not officially commented on Mr. Gartenberg's comments.

So far, games are the only mass market for augmented reality headsets, and if Apple can't provide some amazing features outside the game, then the device doesn't look cost-effective, Mr. Gartenberg said. In addition, according to some sources, the size of the battery module is too large, making the whole product not small and exquisite enough.

Gartenberg believes that it may be that Apple's strategy for launching augmented reality devices is unclear, and that the smartphones and tablets Apple sells are innovative products of the Jobs era. Apple may also prove that it is still innovating through augmented reality devices. As a reference, other technology companies have launched innovations such as folding mobile phones and artificial intelligence.

Since the launch of the iPhone, Apple's innovative products have been highly expected, and augmented reality devices could be a disappointing failure, the former executive said.

This is not the first time Gartenberg has poured cold water on Apple's product. He has previously written that he does not believe that augmented reality devices will be Apple's next disruptive innovation.

He wrote in the article that unless Apple or other companies can prove that augmented reality and virtual reality products are attractive enough for consumers to buy, wear and serve as a new choice for home entertainment, otherwise, he thinks the new technology will be difficult to gain a sense of existence.

It is reported that Apple has been developing augmented reality devices for seven years and had planned to release them in 2019 and 2022, but had to skip tickets. In March this year, engineers who developed the hardware revealed that due to the current poor economic environment, the product is likely to be delayed again. But the latest news suggests that Apple plans to officially launch augmented reality devices on June 5.

If the news is true, it will also be another major new product release by Apple after the launch of the Apple Watch in 2015. The Apple Watch also encountered some criticism or skepticism when it came out, but it later contributed a lot of revenue to Apple and became a leader in the smartwatch industry.

Welcome to subscribe "Shulou Technology Information " to get latest news, interesting things and hot topics in the IT industry, and controls the hottest and latest Internet news, technology news and IT industry trends.