In a recent interview with The Wall Street Journal’s Ben Cohen, Apple CEO Tim Cook spoke candidly about the Vision Pro, innovation at Apple, and the future of Apple Intelligence. If the last mentioned was analyzed at length in an article this morning, the helmet part is no less interesting.

Low sales volume

Tim Cook acknowledged that the Vision Pro helmet, whose price is $3,499 before taxes (and €3,999 here), is not designed for the mass market.

At this price, this is clearly an early adopter product. It is intended for those who want to discover tomorrow’s technology today. Fortunately, there are enough people in this group to make it exciting.

In July, market research firm IDC predicted that Vision Pro sales would fall below 500,000 units for the year, underscoring the appeal of the niche product.

Tim Cook admits that the Vision Pro is a niche product

The journalist noted that Apple’s innovation strategy could be summed up in a few words (already uttered by Tim Cook several times since 2017): “Not the first, but the best.” What Steve Jobs’ successor readily supported:

We accept that we are not the first. It often takes time to get something truly great. It requires multiple iterations, careful attention to every detail, and sometimes it means taking more time. We prefer to release something exceptional rather than rushing to be first. If we can do both, great. But if you have to choose, it’s always about being the best.

The Apple boss also highlighted the impact of Apple Intelligence on user experience, suggesting it would be a game-changer.

Looking back, we will consider this a watershed moment that set us on a new technological path.

The interview covered a wide range of topics, including Mr. Cook’s daily habits and lessons from Steve Jobs. Moreover, in this regard, Bloomberg mentioned this morning Cook’s role at Nike, where he has served on the board of directors since 2005. Our colleague mentions Cook’s support for Elliott Hill as Nike’s new CEO, after a difficult year for the company. Apple and Nike have a long history of collaborating on products, with Cook having often worn clothing from the brand. Last time, he sported Nike Air Max 1 86s sneakers designed… on iPad.

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