Fortune February 9, 2024
Apple has started shipping its Apple Vision Pro, its take on a headset that combines Virtual Reality (VR) and Augmented Reality (AR).
While the product is an amazing technical tour de force, I believe the product-market fit of this first iteration is a swing and a miss.
I’ve watched other world-class consumer product companies make the same mistakes over and over again:
- Come up with amazing hardware that creates entirely new capabilities.
- Forecast demand based on volumes of their previous consumer products.
- Confuse consumers by defining a new category without a frame of reference.
- Discover that the hardware doesn’t match the needs of their existing customer base.
- Work hard and spend a lot of money on trying to push...
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