Joining us now, Bloomberg Technology co host Ludlow who's
in Cupertino, California for Apple's annual worldwide developers conference
. And Apple is now at a record. Is
this really about a three K virtual reality headset thing
? It's all about a mixed reality headset and it's
so interesting this product, it probably marks the most
significant event in foray into a new product category going
back to 2014 and the Apple watch, right?
Mixed reality is really important emphasis on mix. You
look at the third party data from I DC and
in 2022 fewer than eight million virtual reality headsets shipped
globally, fewer than 300,000 augmented reality head sets shipped
globally. This is a combination of both and as
Markman of Bloomberg news has reported Apple's hope is to
sell 900,000 units in year one. So we want
to know about the timeline, when is it going
to cost 3000? And what does that mean for
Apple's broader strategy from a software perspective as well?
Any other announcements, you kind of keeping an eye
out for that there in cappuccino for Apple? And
how are they thinking about A I Yeah, I
mean, those are two big and important questions.
A W W DC worldwide developers conference. The first
one is back in 1983 in a hotel in San
Mateo, right? It's principally and historically been targeted
at those developers who are building apps across operating systems
across Apple's hardware offering, right? So we do
expect significant Os updates across watch, for example and
also to find out about the OS the mixed reality
headset. Beyond that Mark Gorman reporting that we expect
a 15 inch Macbook Pro and you know, on
the A I question, go back to earnings and
look at what Tim Cook had to say from a
machine learning perspective and an A I perspective from neural
networks. Apple has integrated that technology throughout the existing
offerings. What we don't really see is Apple doing
a knee jerk response and moving into the domain of
generative A I I from a text or image perspective
. I think some, some idea on how it
boosts the service is offering is something that the street
is looking at. So is this about you go
back to the headset for a second? Is this
going to be about monetizing existing iphone sales even more
? Is it about the App Store? Is it
about sort of bringing developers back in like what's,
what's their goal with these, with these headsets?
Yeah, look, the mixed reality headset. What
we know from Bloomberg's reporting is that it will support
the existing core apps that are already on I OS
for iphone and ipad. Think about the apps that
you use in each and every day. The principal
concern, at least from the sales side is like
great, an amazing cutting edge piece of hardware,
Apple probably won't make margin on it because it doesn't
want to lose market position or price itself out of
the market. What does the content slate look like
? What are we going to learn during the presentation
about how we watch video, how we game,
what games are already in the works? What other
functionality? Markman reporting that a Fitness plus developing app
is in the works to support workouts using a R
V R? Can you imagine that Alex doing a
workout in a R V R? But these are
big picture questions because if you don't have the content
slate, it could be cool, but you're unlikely
to see the consumer enthusiasm if there's nothing you can
do with your shiny new carbon fiber and aluminum heads
. Yeah, it was, it was about the
, it's about the hardware, isn't it making sure
it's comfortable if it fits? But the software that
combines with it and that proposition in terms in terms
of the competition, is this A, is this
a shot at Oculus or is this a very different
play? You know, it's interesting to go back
to that third party data IDC 2022. So the
almost eight million units of V R headsets that shipped
meta accounted for 82% of those with Quest. Really
interesting to note last week, meta kind of front
running this event and bringing Quest three out earlier than
expected at a 4 99 price point. It's a
competitive area that meta already dominates. But again,
think about the niches and markets that Apple operates in
at the higher end of the market when it comes
to the handset. And increasingly, when you think
about MAC from a laptop perspective or MAC desktop,
the higher end of the market for developers.