In a recent interview with The Wall Street Journal, Apple CEO Tim Cook acknowledged that the Vision Pro headset, priced at $3,500, is not intended as a mass-market product but is instead aimed at early adopters who seek cutting-edge technology. Cook emphasized that while the Vision Pro is not accessible to all consumers, it is generating excitement among those who value innovation.
According to research firm IDC, Vision Pro sales are expected to fall below 500,000 units this year. Despite this, Cook remains confident in Apple’s approach to innovation, stating, “We’re perfectly fine with not being first. It’s about being the best.” He reiterated that Apple focuses on perfecting its products through careful iteration, even if it takes longer to achieve that.
Cook also highlighted the role of Apple Intelligence, describing it as transformative for user experiences and an essential component in Apple’s technology evolution.
The interview also touched on Cook’s connection to Nike, where he has served on the board of directors since 2005. Cook recently supported the appointment of Elliott Hill as Nike’s CEO amidst the company’s challenges with declining sales and profit.
