As we lean into WWDC, three strategically brilliant Apple moves have been exposed in the last couple of weeks, two of which will have immense consequences in the coming year, while one sets the scene for essential future growth.
In each case, Apple’s leadership has found counter-intuitive gambits that actually secure the company’s future. Let’s start with Vision Pro.
It came from the future
News this week is that incoming CEO John Ternus has made some tough decisions around Apple’s approach to spatial computing, terminating development of Vision Pro (even as leaked images of a black model emerge) while focusing R&D on two smart glasses projects to compete with Meta.
The intention is to introduce XR and AR glasses priced at around $300 to $500 each. While not as richly-featured as the Vision Pro, they will be within the reach of more people and draw deeply on the huge R&D effort that went into the original Apple AR visors. Apple hopes a focus on trust and privacy will be enough to push Meta aside, helping Cupertino dominate this part of the category. If that plan succeeds, don’t be at all surprised to see plans for Vision Pro 2 return to the table, though that’s not the focus now.
