A former Apple marketing executive is calling into question the upcoming mixed-reality headset from the technology giant, suggesting it could be “one of the great tech flops of all time.” Michael Gartenberg, who was a marketing exec at the company, told Bloomberg that Apple may be taking a risk as there is a scarcity of similar headsets in the market today. This is in addition to weak sales from other competitors in the mixed-reality category, such as Magic Leap and Microsoft’s HoloLens.
The innovative device is expected to debut at Apple’s Worldwide Developers Conference on June 5. But, reports from Bloomberg suggest that some early testers are not overly thrilled with the design of the headset, supposedly ski goggle-shaped, and the lack of a defining feature or ‘killer app’.
Gartenberg is also wary of the purported $3,000 price tag and its usability, giving voice to the skepticism of some Apple employees. He then offered his analysis that the device may be a desperate attempt by Apple to remain competitive with other tech companies that are releasing products such as foldable phones and AI services. Unless the headset has some surprise application that the public can use, the price point and design of the device will not make it a success, according to Gartenberg.
Apple has worked on the project for the past seven years but missed deadlines to launch it in 2019 and 2022. Some Apple employees have shared their worries over the uncertain economy and its impact on the release of the headset. However, the current stars suggest the product will finally be unveiled next month.
Apple is an American multinational technology company that designs, manufactures and markets mobile communication and media devices, as well as personal computers, tablets, watches and headphones. The company, founded in 1976, is one of the world’s largest technology companies and is globally renowned for its popular devices such as the iPad, iPhone and Mac.
Michael Gartenberg is a technology analyst and digital lifestyle creator who served as a marketing executive at Apple from 2003-2007. He is currently a partner and publisher at R/GA Ventures, a venture capital arm of the digital agency R/GA, and a columnist for AppleInsider. Gartenberg is also a founding partner at Altimeter Group, a consulting firm specializing in digital transformation and product development strategy. He has also written for numerous technology publications and is a regular commentator on television programs about the tech industry.
