Echoes of past launches: Tim Cook compares Apple Vision Pro with the release of the iPhone

Tim Cook puts on the Apple Vision Pro | Photo: Vanity Fair

After Friday's launch of Apple Vision Pro, Tim Cook ushered in a new era of Apple computing with a heartfelt memo to team members, comparing it to the heady days of the iPhone launch more than 15 years ago.

Apple Vision Pro was released on Friday and marks the first new addition to Apple's lineup since 2015, when the company released the Apple Watch wearable.

Apple CEO Tim Cook's memo to employees, published by Bloomberg on Friday, compares the launch of the Vision Pro to the launch of previous devices, most notably the iPhone, and claims that Apple's Vision Pro “joins the pantheon of revolutionary products.” ”


Today we released Apple Vision Pro, ushering in a whole new era of spatial computing. Moments like these should give us all pause to celebrate what we've accomplished and think about the amazing potential which is yet to come.

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 you must see — and view — 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 like no other that the world has ever seen. This is a remarkable achievement and, as many of you can attest, was years in the making. Apple Vision Pro became a reality thanks to you — because of 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, for us, the most important thing about Apple Vision Pro is how it enriches the lives of our customers — strengthening connections, unlocking potential and empowering people to do things that would otherwise be impossible. 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 release, 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.


Although the new product is certainly less popular than previous devices, mainly due to the price at $3499. , it's still revolutionary enough to attract a modest audience. Apple sold around 180,000 units during the pre-order period, accounting for a whopping $600 million in sales that are sure to rise in the coming months as more users become familiar with the device.

Vision Pro promises a decisive step into augmented reality, although the process of increasing power requires a hands-on demonstration. This demo ensures that users feel comfortable in a unique environment, including navigation through eye movements and hand gestures that may not be intuitive.

Despite the training required, Vision Pro aims to bring augmented reality to the mainstream, where previously the technology was more of a niche product.

Tim Cook believes Apple's Vision Pro will enter uncharted territory, and first impressions are encouraging. If the lines outside Apple stores are any indication, it's likely that Apple has another golden goose on its hands.

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