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Apple CEO Tim Cook today sent a memo to employees thanking them for their work on the Apple Vision Pro headset, which was introduced today. Shared notes include bloombergCook compared the Vision Pro to the Mac, iPhone, iPad, and Apple Watch, calling it one of Apple’s “groundbreaking products” that both “defines Apple” and “redefines technology as we know it.” He said he will be joining the Hall of Fame.
Cook visited New York’s Apple Store 5th Avenue for the Vision Pro launch and said it was “incredible” to see people try Vision Pro for the first time and see “the impossible become possible.” It was,” he said.
Cook said this is “just the beginning” of spatial computing and the impact Apple will have with Vision Pro. Apple believes “incredible opportunities” still lie ahead.
Today, we announced Apple Vision Pro, ushering in a whole new era of spatial computing. Moments like this require us all to pause, celebrate what we have accomplished, and consider the amazing possibilities that still lie ahead.
I was at Apple 5th Avenue with my team this morning, and the excitement of the moment was palpable. It’s incredible to see people experience Apple Vision Pro for the first time. The impossible becomes possible before our eyes, and often there are no words to describe the experience. This is truly a technology that has to be seen and seen to be believed. And it was truly a gift to hear our customers share their amazement, excitement, and dreams about this amazing device we created. This entire experience reaffirmed the magnitude of this moment and the critical role of retail teams in delivering this unprecedented technology to the world.
Apple Vision Pro brings together thousands of innovations to create a product unlike anything the world has ever seen. This is an extraordinary accomplishment, and as many of you can attest, it took many years to realize. Apple Vision Pro is made possible because of you. We appreciate your commitment, your passion, and your contributions to the special culture that drives innovation at Apple. In particular, I would like to thank all the teams who have dedicated countless hours over the years to this project to push the boundaries of what is possible.
Of course, what’s most important to us about Apple Vision Pro is how it enriches the lives of our customers: strengthening connections, unlocking potential, and doing things that would otherwise be impossible. It’s about enabling people to achieve. It’s very moving to think about people reliving their fondest memories or introducing loved ones to relatives they never had the chance to meet. We have so much fun imagining the incredible new entertainment experiences our customers will discover and the innovative apps our amazing developers will create. It’s exciting to think about all that this will unleash on industries around the world, and the incredible opportunities that lie ahead. Because with spatial computing, this is just the beginning of the impact we can have.
Two weeks ago, we celebrated the 40th anniversary of the Mac. The Mac is a revolutionary device that changed the world and laid the foundation for decades of innovation. When we shared the iPod with the world, we put 1,000 of his songs in our customers’ pockets overnight. I remember the day the iPhone was released. We knew we had something special, but none of us could have predicted that it would have such a profound impact on our daily lives. Then along came his iPad, a magical glass pane that could be anything you wanted it to be, fostering new forms of connection and creativity for millions of people. When you use Apple Watch, there’s not a day that goes by that you don’t receive a note from a user about its lifesaving impact. And with today’s launch, Apple Vision Pro joins the pantheon of breakthrough products that defined Apple and redefined technology as we know it.
Moments like this don’t happen every day. Thank you for everything you do to make that possible.
Cook also did a brief interview with Good Morning America this morning to further explain the impact he believes Vision Pro will have. “The iPhone gave us mobile computing and the Mac gave us personal computing. This is the first spatial computer,” he said. “People will interact with it in different ways.”
“Companies only have a few of these,” Cook continued. “Most companies don’t have anything. They had the Mac, the iPod, the iPad, the iPhone, the Apple Watch, and now he had the Vision Pro. That’s exactly what he was at that moment.”
Regarding the price, Cook went on to explain that it is “tomorrow’s technology for today” and is packed with 5,000 patents. “We believe today’s price is a fair price,” Cook said.
Apple Vision Pro is currently available at Apple Stores in the U.S. and in stock at select retailers for walk-in purchase. Prices for this device start at $3,500.
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