‘A Kodak déjà vu’: Apple’s Vision Pro is yet to find its killer app–and it could spell trouble for Tim Cook’s risky bet

Fortune February 9, 2024
Steve Blank

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:

1. Come up with amazing hardware that creates entirely new capabilities.
2. Forecast demand based on volumes of their previous consumer products.
3. Confuse consumers by defining a new category without a frame of reference.
4. Discover that the hardware doesn’t match the needs of their existing customer base.
5. Work hard and spend a lot of money on trying to push...

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