Apple on Monday is expected to show off pricy mixed-reality headgear at its annual Worldwide Developers Conference, challenging Facebook-owner Meta in a market that has yet to sizzle.
The release would be the most significant product launch by the iconic iPhone maker since it unveiled the Apple Watch in 2015.
It could also invite more tensions between Apple CEO Tim Cook and Meta’s Mark Zuckerberg who have feuded over the handling of their sprawling tech empires, especially over data issues and China ties.
Expectations are high that Apple will use the WWDC stage to spotlight a “Reality Pro” headset priced around $3,000, along with custom-made software for the gear, Wedbush analyst Dan Ives said in a note to investors.
“We believe Apple’s Reality Pro will come with many apps and use cases,” Ives said.
Cook is also expected to talk about the company’s strategy when it comes to artificial intelligence, which has been in the spotlight since startup OpenAI released ChatGPT late last year.
The headset has been in development at Cupertino-based Apple for years, and will focus on gaming, streaming video and conferencing, as well as health and fitness, according to Ives.