With Vision Pro Headset, Apple Doesn’t Want Its Executives To End Up As Internet Memes
Only in Apple’s marketing have heads been shown wearing the Vision Pro; nowhere else. It is undeniably a bit dystopian to wear a large headset all day while experiencing life as it occurs around you, though.
Everyone who has used the Apple Vision Pro has raved about it. It is a superb engineering achievement. It is undeniably a bit dystopian to wear a large headset all day while experiencing life as it occurs around you, though. If you look closely, you won’t find any pictures of Apple employees using the headset or any pictures of anyone using it outside of Apple’s marketing materials.
In his column, Mark Gurman made a similar observation, noting that Tim Cook and other Apple executives have not been pictured donning the Apple Vision Pro headset. Tim Cook has only once been seen in close proximity to the gadget, which is odd considering that it may be redefining the future of computing and is something he considers to be of “great value.”
In contrast, senior management at Apple always holds or dons the product during the unveiling of new iPhones and Apple Watches as a sign of confidence in the item’s success. Even in the above photo, which Apple officially released, Tim Cook is pictured standing next to the headsets rather than donning one, but the Apple Watch Ultra is displayed proudly and prominently.
Gurman points out that this was a calculated action because Apple carefully considers every aspect of its announcements. The bulky design and dystopian aesthetic of the Vision Pro headset provide the best explanation for this alleged decision to forego wearing it. Additionally, Meta CEO Mark Zuckerberg brought up how all of Apple’s advertising for the Vision Pro featured stationary (and surprisingly lonely) people.
The failure of Apple’s Vision Pro headset could seriously harm the company’s executives’ reputations and turn them into memes for years to come, both of which Apple would do everything in its power to avoid.
It is very odd that Apple has enough faith in its Vision Pro headset to release it to consumers and even to start developing two more headsets, but not enough to have its executives photographed wearing it for this momentous occasion. We should soon be able to observe the headset in use in public.