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Apple CEO Tim Cook compares Vision Pro “Moment” to iPhone and Mac

Julie Clover

Apple CEO Tim Cook sent out a memo to employees today thanking them for their work on the Apple Vision Pro headset, which was unveiled today. In a note shared by Bloomberg, Cook compared the Vision Pro to the Mac, iPhone, iPad and Apple Watch and said it joins Apple's “pantheon of revolutionary products” that have both “defined Apple” and “redefined it.” technology as we know it.”


Cook visited the Apple Store on Fifth Avenue in New York, launched Vision Pro, and he said it was “incredible” to watch people try Vision Pro for the first time and see “the impossible become possible.”

According to Cook, this is “just the beginning “spatial computing and the impact Apple will have with Vision Pro. Apple believes “incredible opportunities” are yet to come.

Today we launched Apple Vision Pro, ushering in a whole new era of spatial It's moments like these that should make us all stop to celebrate what we've accomplished and reflect on the amazing potential that's still ahead.

This morning I was with our team at Apple Fifth Avenue, where the excitement for this moment was palpable. It's incredible to see people experience Apple Vision Pro for the first time. The impossible becomes possible right before their eyes, and often they have no words to describe the experience. This is truly a technology that you have to see and see through to believe. And it has truly been a gift to hear customers share their amazement, emotions and dreams about this incredible device we have created. The entire experience reaffirms the significance of this moment, and the vital role our retail teams play in bringing this unprecedented technology to the world.

Apple Vision Pro brings together thousands of innovations to create a product that is like no other . the world has ever seen before. This is a remarkable achievement and, as many of you can attest, was years in the making. Apple Vision Pro is made possible by you—your commitment, your passion, and your contribution to the special culture that drives innovation at Apple. I especially want to thank all the teams dedicated to this project, who have put in countless hours over the years to once again push the boundaries of what is possible.

Of course, what's most important to us about Apple Vision Pro is how it enriches our customers' lives: strengthening connections, unlocking potential, and empowering people to do things they wouldn't otherwise be able to do. It's very touching to think about people reliving their most treasured memories or even introducing a loved one to a relative they never had the opportunity to meet. It's exciting to imagine the incredible new entertainment our customers will discover and the innovative apps our amazing developers will create. It's exciting to think about all that this opens up for industries around the world and the incredible opportunities that still lie ahead. Because spatial computing is just the beginning of the impact we can have.

Two weeks ago, we celebrated the 40th anniversary of the Mac, a revolutionary device that changed the world and set the stage for decades of innovation. When we shared iPods with the world, we put a thousand songs into our customers' pockets overnight. I remember the day we released the iPhone. We knew we had something special, but none of us could have foreseen its profound impact on our daily lives. Then came the iPad, a magical sheet of glass that could become anything you wanted, facilitating new forms of communication and creativity for millions of people. Not a day goes by with Apple Watch that I don't hear from a user about how it saves lives. And now, with today's launch, Apple Vision Pro joins the pantheon of revolutionary products that have defined Apple and redefined technology as we know it.

It's not every day that we have a moment like this. Thank you for everything you did to make this possible.

Cook also gave a brief interview to Good Morning America this morning in which he explained in detail the impact he believes Vision Pro will have . . “‌iPhone‌ introduced us to mobile computing, the Mac introduced us to personal computing, it's the first spatial computer,” he said. “People will interact with it in different ways.”


“The company only has a few of these images,” Cook continued. “Most companies don’t have them. We've had the Mac, the iPod, the iPad, the iPhone, the Apple Watch, and now the Vision Pro. This is one of those things.”

As for the price, Cook further explained that it is “the technology of tomorrow today” and that there are 5,000 patents on it. “We believe we priced it at the right price today,” Cook said.

‌Apple Vision Pro‌ Available today at Apple Stores across the US, with select retail locations having stock available for self-purchase. The device starts at $3,500.

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