Jobs referred to early Apple TV as a "hobby". For years. Time enough for a nascent market to mature, for the technology to catch up with the ambitions. That's

Jobs referred to early Apple TV as a "hobby". For years. Time enough for a nascent market to mature, for the technology to catch up with the ambitions. That's how Apple/Cook should refer to Apple VR/AR. Under promise, over deliver. Projecting 1m unit sales the first year is nutty. Sure, they might sell that many. And then what? Also, the initial models should be over priced, specifically targeting sexy use cases. Ridiculously expensive, maximally awesome, hype building applications. Like telemedicine, protein folding, and walking tours of fictional settlements on Mars. Let people imagine and build boutique applications for a couple years, normalize the emerging market, before introducing a consumer mass market model.