Phillip Truong
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on the atlas · 9
- Apple’s Mixed-Reality Headset May Define Tim Cook’s Legacy - Bloomberg1 savers
- Apple’s Mixed-Reality Headset May Define Tim Cook’s Legacy - Bloomberg1 savers
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highlights · 24
In many important ways, Apple has followed the path of other companies pursuing mixed-reality tech. During the planning stages, it had high hopes for a self-contained, comfortable wearable device that would feel more like a fashion accessory than a computer strapped to your face. The engineers had faith that the technical challenges of shrinking the components while maintaining processing power and battery capacity weren’t insurmountable. As the project progressed, though, the solutions to key issues never emerged, and the need to ship a product drove engineers to find the best compromises the…
Apple’s Mixed-Reality Headset May Define Tim Cook’s Legacy - BloombergRockwell told hundreds of his colleagues that Apple could introduce glasses one year after it began selling the first headset, say people who were at the event
Apple’s Mixed-Reality Headset May Define Tim Cook’s Legacy - BloombergApple would end up creating a product that isolated humans from one another
Apple’s Mixed-Reality Headset May Define Tim Cook’s Legacy - BloombergIve, who remained involved in development until about a year ago, preferred a stand-alone, maximally portable device
Apple’s Mixed-Reality Headset May Define Tim Cook’s Legacy - BloombergThe headset team initially wanted to build a device that would display virtual-reality content in video-realistic form
Apple’s Mixed-Reality Headset May Define Tim Cook’s Legacy - BloombergApple’s industrial design team, led by Jony Ive, the chief design officer at the time
Apple’s Mixed-Reality Headset May Define Tim Cook’s Legacy - Bloombergformer Dolby Laboratories Inc. Chief Technology Officer Mike Rockwell in 2015 to work on device displays before Rockwell pivoted to assemble a team, which was dubbed the Technology Development Group, or T288, to explore head-worn devices.
Apple’s Mixed-Reality Headset May Define Tim Cook’s Legacy - Bloombergformer Dolby Laboratories Inc. Chief Technology Officer Mike Rockwell in 2015
Apple’s Mixed-Reality Headset May Define Tim Cook’s Legacy - BloombergHis approach was sometimes perceived as indecision, leading to delays and concerns about obtaining sufficient resources. “Tim didn’t throw his weight around the project at all, and this frustrated people,” says another person who worked on the project.
Apple’s Mixed-Reality Headset May Define Tim Cook’s Legacy - BloombergDespite his strong views, Cook wasn’t deeply engaged in the specific design of the headset, say people who have worked with him. This was notably different from Jobs, who was famous for imposing his strong design sensibilities onto Apple products
Apple’s Mixed-Reality Headset May Define Tim Cook’s Legacy - BloombergCook was adamant in his preference for augmented reality, preferably in the form of lightweight glasses. “Nobody in here—few people in here—think it’s acceptable to be tethered to a computer walking in here and sitting down. Few people are going to view that it’s acceptable to be enclosed in something, because we’re all social people at heart,” he told a group of students at a 2016 technology conference in Utah.
Apple’s Mixed-Reality Headset May Define Tim Cook’s Legacy - BloombergApple began considering building a headset around 2015
Apple’s Mixed-Reality Headset May Define Tim Cook’s Legacy - Bloombergaugmented reality, makes digital items appear to inhabit the physical world
Apple’s Mixed-Reality Headset May Define Tim Cook’s Legacy - Bloombergvirtual reality, seals off users from much of the real world to immerse them in a digital experience.
Apple’s Mixed-Reality Headset May Define Tim Cook’s Legacy - BloombergMichael Gartenberg, a former Apple marketing executive
Apple’s Mixed-Reality Headset May Define Tim Cook’s Legacy - Bloomberg“one of the great tech flops of all time,”
Apple’s Mixed-Reality Headset May Define Tim Cook’s Legacy - BloombergApple also had wanted to integrate the battery into the headset, according to people familiar with the project. But to reduce weight and keep the device from overheating, it made a very un-Apple-like design compromise: It redesigned the battery as an iPhone-size pack that sits in a user’s pocket, attached by a power cord.
Apple’s Mixed-Reality Headset May Define Tim Cook’s Legacy - BloombergIt initially hoped it could sell about 3 million units a year out of the gate, but it’s pared back those estimates to about 1 million, then to 900,000 units. By comparison, the company sells more than 200 million iPhones a year.
Apple’s Mixed-Reality Headset May Define Tim Cook’s Legacy - Bloomberg“Having an entrant like Apple, who usually doesn’t jump into a market until it’s ready, feels good,”
Apple’s Mixed-Reality Headset May Define Tim Cook’s Legacy - Bloomberg“It can be tough to start a market, but you have to hand it to Apple. They’re good at things like this,”
Apple’s Mixed-Reality Headset May Define Tim Cook’s Legacy - BloombergFor Cook, it’s the release of a long-awaited product that could be one of his last big swings as Apple CEO and will affect his legacy, either by giving him another major achievement or underscoring the narrative that the company’s biggest victories were initiated under his predecessor, Apple co-founder Steve Jobs
Apple’s Mixed-Reality Headset May Define Tim Cook’s Legacy - BloombergInitially imagined as a pair of unobtrusive eyeglasses that could be worn all day, Apple’s device has morphed into a headset that resembles a pair of ski goggles and requires a separate battery pack.
Apple’s Mixed-Reality Headset May Define Tim Cook’s Legacy - BloombergRather than attempting to fix the problem with the same level of thinking that caused it, we should change the ownership and regulation structures that incentivize growth-at-all-costs shareholder-maximization corporate structures.
go where workers are and organize with themThe technologies needed to reverse this course have more to do with empowering masses of people to forcibly resist extraction than with providing energy monopolists with green alternatives that they are not interested in
go where workers are and organize with them