Apple recently launched its headset, the Vision Pro, marking a major pivot second only to the iPhone’s launch back in 2007. Steve Jobs, Apple CEO at the time the iPhone was unveiled, described the iPhone as something that would reinvent phones. While launching the Vision Pro, Tim Cook adopted similar messaging and branding techniques that his iconic predecessor used.
Apple steered away from using words such as headset, augmented reality, mixed reality or even extended reality. All that familiar jargon was cast aside, and the…
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