Apple’s Worldwide Developer’s Conference is set to return this year on June 5. Despite certain rumours and teasers, the highly anticipated Apple Mixed Reality Headset will not be making an appearance at WWDC 2023. This news comes after Apple reportedly demoed the headset to several executives at the Steve Jobs Theatre earlier this month. While many predicted a June reveal for the MR Headset, it seems that audiences will have to wait some more.
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Apple not too optimistic about MR Haadset’s market reception
According to Apple analyst Ming-Chi Kuo, Apple has pushed back the mass production of Mixed Reality Headsets by 1-2 months. The tech giant isn’t optimistic about the MR Headset’s announcement at WWDC 2023 creating another ‘iPhone moment’, says Kuo.
Because Apple isn't very optimistic about the AR/MR headset announcement recreating the astounding "iPhone moment," the mass production schedule for assembly has been pushed back by another 1-2 months to mid-to-late 3Q23. The delay also adds uncertainty to whether the new device…
— 郭明錤 (Ming-Chi Kuo) (@mingchikuo) March 30, 2023
This casts a serious shadow over the MR headset announcement that many were expecting to happen at this year’s WWDC. Kuo also revealed that due to the delay in mass production, the shipment forecast for the Mixed Reality Headset this year is between 200,000 – 300,000 units, which is lower than the market consensus of 500,000 units.
Apple is also concerned about the market feedback that the MR Headset will receive upon its announcement. The economic downturn along with the hardware and ecosystem challenges related to the headset contribute to Apple’s pessimism regarding the potential announcement. A high selling price, which is expected to be anywhere between $3,000-4,000, could also influence the market feedback of the MR Headset.
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According to certain reports, Apple’s senior executives had doubts regarding the MR Headset’s popularity with the audiences. While they do not expect it to be a hit right out of the gate, the senior staff at Apple believes that the product will perform better over time.
This isn’t the first time that Apple’s Mixed Reality Headset has hit a roadblock. The headset has been in the works for almost half a decade. While the Mixed Reality Headset may not feature at WWDC 2023, Apple users can still expect the new iOS 17 reveal at the event.
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