[midnitewarrior]

Big swing? VR and AR have been around for a very long time. Apple is good at making things that already exist nicer. They aren't big risks at all, they are generally safe bets. Take something that's out there, put 3 years of design into it and act like you invented it.

Apple's miscalculation here was overestimating the market's price tolerance for a category whose prosumers have already explored for 1/3 Apple's price point.

If this had been 5 years ago at half the price, they'd own the category.