Luxury for everyone: thoughts on Vision Pro and Apple’s DNA
In 2009, Microsoft released an enormous 200lb coffee table with an embedded 30-inch touchscreen called Surface. Although the iPhone had been around for a little while, the larger screen made Surface feel absolutely futuristic: in the Photos app, you could toss around pictures like they were physically in front of you. It cost $10,000. Very few people ever bought it.
A little more than a year later, Apple released the $499 iPad.
Microsoft had made a $10,000 table for no one, and Apple made a $499 tablet for everyone.
This is a common theme among Apple’s most important products. They are usually built around existing ideas and technologies that have been improved and then repackaged into beautiful, premium experiences which are expensive but not unaffordable. This happened with the iMac, iPod, iPhone, iPad, and Apple Watch. Whatever the product, Apple has always brought seemingly...