Big swing? VR and AR have been around for a very long time. Apple is good at making things that already exist nicer. They aren't big risks at all, they are gene

Big swing? VR and AR have been around for a very long time. Apple is good at making things that already exist nicer. They aren't big risks at all, they are generally safe bets. Take something that's out there, put 3 years of design into it and act like you invented it. Apple's miscalculation here was overestimating the market's price tolerance for a category whose prosumers have already explored for 1/3 Apple's price point. If this had been 5 years ago at half the price, they'd own the category.