Here's an attempt to decode Apple's thinking behind this messaging: Even though Apple's sales expectations for the first few generations are reportedly quite mo

Here's an attempt to decode Apple's thinking behind this messaging: Even though Apple's sales expectations for the first few generations are reportedly quite modest, at $3k they're going to need to get some corporate adoption. Providing justification for it as remote work / teleconferencing is necessary to help the corporate "Tech Aristocrats" make at least a fig leaf argument that they need this thing. "Aristocrat" is what I call the specialized 'top performer' class of proven long-term ICs in big companies. These are the guys who always seem to wrangle the latest $5k monitors and other super whiz bang gear that IT won't spec for the rank and file. It's not a big market for Apple comparatively but it's the next step larger from VPs and up who can just have their admins order whatever they want with zero justification. Getting the company to pay for your Apple headset is definitely going to be this year's cool status symbol signifying your importance and pull. As a product category, I'm long-term bullish on AR/VR but short-term bearish because we've still got a ways to go in quality, usability and, most importantly, compelling use cases (beyond gaming & media consumption). I expect the Apple headset will probably be the best yet but it'll still fall short of 'actually necessary' for a business.