The $38 billion XR industry is back on its feet after years of bumpy growth and naysayers who said it would never reach the mass market, as evidenced by a recent event attended by thousands of people and more than 3,000 booths. But behind the noise of the crowds, there was also some quiet desperation. Apple is coming and its long-awaited entry into the mixed-reality headset market may happen as early as Monday at Apple’s Worldwide Developer Conference (WWDC) event. Its involvement in the market is a validation of the industry, according to Ori Inbar, founder of AWE. However, some fear it could lead to a monopoly, much like Epic Games has decried Apple’s stranglehold on the iPhone platform. Meanwhile, Facebook’s Meta has confirmed that its Meta Quest 3 virtual reality headset will debut in the fall for just $500, while the Apple device could cost as much as $3,000.
Apple is a multinational technology company based in Cupertino, California that designs, develops, and sells consumer electronics, computer software, and online services.
Nicole Lazzaro is the CEO of XEO Design and the creator of the first iPhone game. She had a coveted invitation to the Apple event and has described Apple’s entry into the mixed-reality headset market as the iPhone moment for XR.
