Apple CEO Tim Cook’s experience with the latest season of Ted Lasso was dramatically different than yours.
Cook told CBS News in a video interview that he watched the latest run of the hit Apple TV+ show on the company’s upcoming Vision Pro headset, which utilizes a mix of augmented and virtual reality to create a wholly new visual experience.
“I watched the entire third season of Ted Lasso on the Vision Pro,” he said.
The Vision Pro is supposedly to kick off the next wave of innovation for Apple, following in the footsteps of the iPhone and Mac before it. As the iPhone did with smartphones and the iPad did with tablets, the Vision Pro is also expected to kick off more mainstream interest in AR and VR, two areas that tech companies have long invested in.
Cook said last week at its iPhone event that the headset is still on track to launch early next year. Cook reiterated that goal in the CBS interview, despite reports that suppliers are having trouble keeping up with the unique needs of the product.
Cook acknowledged that the Vision Pro is far more complicated than the iPhone, and said it requires innovation not only in the development, but is the manufacturing, as well. Consumers will be paying for that innovation, with the headset starting at $3,499.