Laura Normand / The Verge The rumored debut of a “Reality Pro” headset is right around the corner, but Tim Cook has been singing the praises of AR for years. With Tim Cook as CEO, Apple has become the most valuable company in the world, having passed a $3 trillion market cap in the past and sitting at around $2.6 trillion as of this writing. For all of his nearly 12 years as the head of the company, though, there hasn’t been one single product tied to him the way the iPhone, iPad, and revitalized Mac computers are so inextricably linked to Steve Jobs. But while Cook’s impact on the company has largely been in his operational mastery and the…

Laura Normand / The Verge The rumored debut of a “Reality Pro” headset is right around the corner, but Tim Cook has been singing the praises of AR for years. With Tim Cook as CEO, Apple has become the most valuable company in the world, having passed a $3 trillion market cap in the past and sitting at around $2.6 trillion as of this writing. For all of his nearly 12 years as the head of the company, though, there hasn’t been one single product tied to him the way the iPhone, iPad, and revitalized Mac computers are so inextricably linked to Steve Jobs. But while Cook’s impact on the company has largely been in his operational mastery and the…

Apple turned the iPod into a status symbol. A headset might be a taller order. | Photo by Justin Sullivan / Getty Images ‘This is the single greatest thing that could happen to this industry.’ As Apple prepares its long-rumored jump into augmented reality on Monday, doubts have shadowed every step of the way. There are reports of frequent changes in direction and skepticism inside Apple’s ranks. The device has allegedly been hard to manufacture and required numerous compromises. The process has taken years longer than Apple expected. And at a rumored $3,000, even Apple reportedly expects slow short-term sales. But among AR professionals, the mood is jubilant. “This is the single greatest thing that could happen to this industry,”…

Macworld You probably haven’t heard, but on Monday Apple is holding its first event of 2023 on Monday. We’re kidding—we know you know it’s time for WWDC 2023, and we’re here to give you the lowdown on the event’s announcements. That’s right. Just like last year’s iPhone event, by an amazing coincidence, we’ve again stumbled across Tim Cook’s video script for Monday morning’s keynote presentation and of course, we’re going to share it all with you. It’s a doozy: from iOS 17 and new Macs to macOS and the mixed-reality headset, we’ve got the scoop on everything you’re going to hear from Apple on Monday—before Apple is ready to show it all to us. (Editor’s note: For anyone thinking this…

Illustration: The Verge Just when the metaverse had mostly faded from the headlines, a heavily rumored new product launch appears poised to bring it roaring back. Today let’s talk about what’s happened in the world of virtual and mixed reality since last we left it and whether Apple can find mainstream uses for headsets that go beyond the games that have defined it so far. Monday marks the start of Apple’s Worldwide Developer Conference. Unlike most years, when coming software updates dominate the keynote, this year hardware is expected to take center stage. After more than seven years of development, Apple is reportedly set to unveil the Reality Pro, a roughly $3,000 headset that aims to serve a variety of…

Macworld You probably haven’t heard, but on Monday Apple is holding its first event of 2023 on Monday. We’re kidding—we know you know it’s time for WWDC 2023, and we’re here to give you the lowdown on the event’s announcements. That’s right. Just like last year’s iPhone event, by an amazing coincidence, we’ve again stumbled across Tim Cook’s video script for Monday morning’s keynote presentation and of course, we’re going to share it all with you. It’s a doozy: from iOS 17 and new Macs to macOS and the mixed-reality headset, we’ve got the scoop on everything you’re going to hear from Apple on Monday—three days before Apple is ready to show it all to us. (Editor’s note: This story…