Former Apple marketing executive questions augmented reality devices as 'worst tech product'

According to reports, Apple is about to release its augmented reality (MR) headset. Apple is expected to officially launch this much-anticipated product in the coming weeks. However, former Apple marketing executive Michael Guttenberg expressed doubts about the device.

Gartenberg says Apple’s augmented reality headset could become one of the worst tech products ever. He believes that this device is a high-risk "gamble" by Apple, mainly due to the mediocre sales performance of similar products on the market. Although including Magic Competitors including Leap and Microsoft Corp. have also launched augmented reality headsets, but sales have been sluggish. According to reports, some Apple employees are also worried about this product.

Gartenberg pointed out that the reason why Apple launched this new product may be because management is facing huge internal pressure and urgently needs to launch "the next big innovative product." However, in a market lacking success stories from competitors, this bet carries certain risks.

ITBEAR Technology Information reported that Apple plans to officially launch an augmented reality headset at the Worldwide Developers Conference on June 5. After years of research and development, the Apple team has delayed the release multiple times. The price of this device may be as high as $3,000, coupled with some limitations in application functions and operating performance, making some Apple employees have reservations about this new product.

Reviews of the device from reviewers indicate that the design is similar to traditional ski goggles, but less comfortable and lacks attractive apps. Gartenberg said that if reports from Apple employees are true, the augmented reality device could be a "very un-Apple-like" product.

Gartenberg believes that gaming is currently the only mass market for augmented reality headsets. If Apple can't provide compelling features for the device, not just gaming, but its price-to-performance ratio may not be high enough. According to rumors, the battery module of the device is too bulky, which affects the overall compactness.

According to Gartenberg, the outside world may not fully understand Apple’s strategy for launching augmented reality devices. In addition, Apple’s past innovative products such as smartphones and tablets were all launched during the Steve Jobs era, so Apple may simply prove that it is still capable of innovation through augmented reality devices. Meanwhile, other tech companies have launched innovative products such as folding phones and artificial intelligence.

Since the advent of the iPhone, Gartenberg believes that the outside world has high expectations for Apple’s innovative products. However, augmented reality devices have the potential to be disappointing failures. He said in a previous article that unless augmented reality and virtual reality products can be proven to be attractive enough to guide consumers to buy and wear them, it will be difficult for this new technology to gain market acceptance.

Apple is reported to have delayed the release of its augmented reality device originally scheduled for 2019 and 2022, a decision that comes after it spent seven years developing the device. This product may be delayed again because the current economic environment is not optimistic. The news broke in March this year. However, the latest news shows that Apple plans to officially release an augmented reality device on June 5.

If this news is true, then Apple has once again released a major new product since the launch of the Apple Watch in 2005. Although the Apple Watch also encountered some criticism and doubts in the early stages of its launch, it subsequently brought Apple substantial revenue and became a leading product in the smart watch industry.

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