[shitloadofbooks]

You don't stay the most cash-rich company by chasing every expensive fad and they've been equally conservative with other "THIS WILL CHANGE EVERYTHING" tech fads such as Cryptocurrency and VR. I don't blame them for not rushing to light Billions a month on fire like the other big players; their play always seems to be to let things shake out and then deliver something refined and sophisticated.

There also doesn't seem like any real opportunity for them to Apple-ify this tech (any more than today's announcement). There's lots of rough edges and the underlying technology is fundamentally janky and extremely problematic in Apple's second differentiator of privacy.

[solenoid0937]

They did light billions on fire for VR, just not as publicly

[Danox]

Hardly everything in the Apple Vision is in/comes from the Mac, iPhone, iPad, and Apple Watch hardware wise and software wise all you need do use them its called being the last major American vertical computer company left. Light billions on fire OpenAI, Google, were hopeful but got nothing.