Apple’s Tim Cook Explains Vision Pro’s Extravagant $3,499 Price Tag
By Mikelle Leow, 02 Feb 2024
Photo 224489243 © Eugene Powers | Dreamstime.com
Apple CEO Tim Cook recently spoke up about the sticker shock some may have experienced regarding the Vision Pro’s price tag, pegged at a hefty US$3,499.
Cook defended that the device’s cost is reflective of the “incredible amount of technology” it brings to the table, a device brimming with innovation from years of development across various tech fronts and the culmination of over 5,000 patents.
“If you look at it from a price point of view, there’s an incredible amount of technology packed into the product,” he said during the Q1 earnings call on Thursday.
Image via Apple
Cook elaborated that the Vision Pro builds upon years of the tech giant’s groundbreaking work in Silicon chips, display technology, and extensive artificial intelligence and machine-learning research.
“There’s 5,000 patents in the product, and it’s of course built on many innovations that Apple has spent multiple years on from Silicon to displays and significant machine learning… the hand-tracking, the room-mapping, all of this stuff is driven by AI,” Cook shared.
All these come together to offer a seamless, immersive experience that integrates digital media into the physical world, a concept that the tech giant has coined as “spatial computing.”
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