Apple brings back 3D and enters the virtual reality headset race with the $US3,499 ($5,286) Apple Vision Pro.
True to the rumours, Apple has today announced its first new product since the Apple Watch in 2014: the Apple Vision Pro.
It's a headset made to be worn in any environment which offers you a clear view of the space around you, as well as seeing a virtual window into your apps and 3D objects.
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Apple's CEO Tim Cook said it's the "First Apple Product you look through, not at".
While virtual reality is an old and existing market, dominated by Facebook's parent company Meta and their Oculus device, and HTC's Vive, but it's never really made it to the mainstream.
Apple Vision Pro has the chance to be that.
Offering the ability to still see those people around you, while also seeing the things you're doing on the device.
Likewise, people who look at you, can see your eyes on the virtual display in the front glass.
In front of the user are two small postage stamp-sized screens, featuring more pixels than your 4K TV.
The idea is to wear the Vision Pro, see the room you're in, but also see screens for your apps, be they photos, productivity or entertainment like Disney Plus.
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You can block out the room you are in, or see it as part of the experience.
Make FaceTime video calls and the people on your call will see you in a digitally represented virtual you, while you see people in front of you on the screens.
It's a huge leap for Apple to move into a new space, but the price will make many cringe. Apple announced the price of $US3,499 ($5,286) with availability "next year".
That is one heck of an expensive VR/AR headset, but it's also one of the most powerful and feature-rich.
The proof, as they say, will be in the pudding. For now, Apple has raised the profile of virtual and augmented reality to levels it hasn't seen since first mooted.
Trevor Long travelled to Cupertino as a guest of Apple.
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