Apple Inc. has scheduled its annual Worldwide Developers Conference (WWDC) to run from June 5 to June 9, during which it plans to unveil a mixed-reality headset, marking the first major new product launch since its smartwatch eight years ago. The conference will be held as an "all-day experience" at its headquarters in Cupertino, California and will focus on showcasing the next-generation platforms and operating systems, including the accompanying xrOS operating system and a way for developers to write apps for the headset, which is likely to be called the Reality One or Reality Pro. The conference will also feature the debut of the next versions of Apple's iPhone, iPad, Mac, and Apple Watch operating systems. Although Apple's website artwork depicting the Apple Park campus does not hint at the coming headset, the conference is expected to be the company's biggest and most exciting yet.
With the debut of its mixed-reality headset, Apple is entering the still-nascent world of mixed-reality, a category that has yet to go mainstream and has cost Meta Platforms Inc. billions of dollars. Apple aims to differentiate itself from competitors with a high-end product that may have a price point of around $3,000 and boast many technologies never before seen in consumer devices. The headset will feature a combination of eye and hand control, have an on-board App Store, and offer virtual reality-based FaceTime, 3D versions of core Apple apps, and immersive video streaming. The device will also include several external cameras and blend both virtual and augmented reality, allowing users to immerse themselves in content or simultaneously view their surroundings while using the headset by adjusting a dial.
Since mixed-reality technology from other companies has been slow to catch on, Apple will need to make a convincing case for why its approach is superior. The WWDC event could be an excellent platform for this announcement, as it draws an audience of pro-Apple developers and provides ample opportunity to explore the technology throughout the weeklong conference.
Earlier this month, Apple showcased the new device to the Top 100, which comprises roughly the most important executives at the company.
The upcoming event will be Apple's first product unveiling of the year, following the delay of a planned announcement for the mixed-reality headset. Earlier this year, Apple announced new versions of the MacBook Pro and an updated HomePod speaker without an on-stage event. In the coming months, the company plans to unveil new Macs, including its first Mac Pro model without Intel Corp. processors and a MacBook Air with a larger screen.
While it may take years for the mixed-reality headset to become a hit, it will provide another platform for Apple developers to sell their apps and content. The company plans to integrate the headset with other Apple products, including the Mac and iPhone, to help push developers to expand their existing software to the new platform. This also represents an additional revenue opportunity for Apple, which takes a cut of up to 30% on app sales and subscriptions.
At the conference, Apple may also prepare for upcoming changes across its operating systems to comply with the Digital Markets Act and other upcoming laws aimed at curbing its power. The company plans for a future version of iOS 17 to support external app stores and enhance interoperability with third-party services.