Tim Cook's big vision: What's behind the Vision Pro Apfelpatient

The Vision Pro was introduced as a groundbreaking Apple product: a high-end AR/VR headset with a new operating system, a new interface, and a host of technology. But the launch wasn't entirely smooth: The high price, the weight, and questions about its actual usefulness caused some hesitation. Nevertheless, Apple is staying the course. Why? Because the Vision Pro isn't the goal—it's the path. For Tim Cook, it's crucial to turning his original idea into reality. And that could be worth it for you.

Apple has changed a lot in the past – from smartphones to tablets to mobile payments. But if CEO Tim Cook has his way, the next big thing is already clear: augmented reality. Not as a gimmick or a tech demo, but as real glasses for everyday use. Lightweight, unobtrusive, and always wearable. That's exactly where Apple wants to go – and the path leads through the Vision Pro.

Tim Cook has a single goal: AR glasses

A recent report by Bloomberg reporter Mark Gurman sums it up: Tim Cook has only one goal in mind – full-fledged AR glasses. Not glasses that you only wear at home or in the office, but a device that sits on your nose all day. As light as regular glasses, but with digital enhancements: data, cues, content, all directly in your field of vision, without obscuring the real world. According to Gurman, Cook has been working on this idea for over a decade. It's his top priority. An insider familiar with the matter is quoted as saying:

Tim isn't interested in anything else. It's the only thing he devotes his time to in product development.

Two new Vision products are already in the works

According to Gurman, two new models based on the Vision Pro are already in the planning stages. One will be lighter and more affordable—thus closer to a product that appeals to more people. The other will connect to a Mac via cable to enable particularly low latency. Both devices are intended to further develop the platform. But they are only milestones, not the goal itself.

Apple Vision Pro: Two new models in the works

Vision Pro is just the beginning – but a necessary

According to Cook, the current Vision Pro is an "early adopter product." That sounds like a typical Apple statement, but it means more. The Vision Pro isn't built for the mass market, but rather for developers, enthusiasts, and professionals who want to be part of the development. Apple knows that the big breakthrough—true AR glasses—is still a few years away. But without the groundwork with the Vision Pro, this breakthrough wouldn't be possible.

Apple plans attack on Meta's AR glasses – Tim Cook is driving it

visionOS is the foundation of the AR future

Along with the Vision Pro, Apple introduced a completely new operating system: visionOS. It serves as the software core for all future Vision products. Apple continues to invest in this technology, regardless of whether the first pair of glasses sells well or not. The long-term goal is crucial. And because Cook is so clearly focused on AR, the continued development of visionOS is also assured.

Tim Cook thinks long-term, not short-term

Perhaps most importantly, Apple won't abandon the Vision Pro platform just because the first generation isn't perfect. Tim Cook has made his mind up. He sees AR not just as a gimmick, but as the next major technological leap – just as Steve Jobs once did with the iPhone. That's why Apple will continue to invest, test, and develop, even if it's not profitable in the short term.

Apple is not giving up on Vision Pro – on the contrary

If you're already interested in the Vision Pro or thinking about getting involved, you can be sure: Apple means business. The platform won't be abandoned, updates will come, and new devices are in the pipeline. So, you're not investing in an experiment, but in the beginning of a long-term strategy. And if Apple achieves its goal—lightweight, true AR glasses—you'll have been there from the start. Do you need useful tips for your Apple Vision Pro? Here you can discover everything you need to know about your new Apple device – enjoy reading! Time for fresh accessories? Visit our Amazon Storefront and discover a wide range of products from leading manufacturers, including for HomeKit! (Image: Apple)