ExApple Marketing Executive Says The Company's Upcoming 'Reality' Headset Risks Being 'one Of The Great Tech Flops Of All Time'
© Jerod Harris / Getty Images Entertainment Mixed reality headsets follow a "doomed pattern" from companies like Google and Microsoft, said Michael Gartenberg, Apple's former chief marketing officer. Jerrod Harris/Getty Images Entertainment - Apple's former marketing chief believes the company's next headphones may fail.
- Michael Gartenberg told Insider that if the rumors and leaks are true, it would be "a completely non-Apple product."
- Apple is expected to introduce mixed reality headsets next month and they are expected to cost $3,000.
Apple's former marketing chief has doubts about the company's upcoming mixed reality headset, which is expected to launch in less than a month.
Michael Gartenberg, Apple's former chief marketing officer, told Bloomberg that headphones could be "one of the biggest technological flops of all time."
Gartenberg said Apple's earbuds are a long shot since there isn't currently a huge market for similar earbuds, which also seems to be a problem for Apple employees and disappointing sales for others. Competitors in this area, such as Magic Leap and Microsoft's HoloLens, according to Bloomberg.
"I think there's a lot of internal pressure for the next big deal," Gartenberg told the news outlet.
Apple plans to unveil its mixed reality glasses at its Worldwide Developers Conference on June 5, after two years of delay and despite concerns from Apple employees about the $3,000 price tag, usability, and performance in general. Bloomberg previously reported that some early testers said the helmet, which looks like a ski goggle, was uncomfortable and lacked a "killer" app.
If the rumors and leaks surrounding the headphones are "true," Gartenberg told Insider, it would be "an Apple product."
"Apple makes devices that sell for millions of dollars at solid profits, not expensive 'experiments' that are taken to the public and sold to well-funded developers or enthusiasts," Gartenberg said. "It's a doomed model that Google tested with Glass and Microsoft tested with HoloLens."
Apple did not immediately respond to Insider's request for comment prior to launch.
Gartenberg said that if Apple's headphones didn't have "an incredible use case outside of gaming, which is the only huge market we've seen," then headphones with their supposed power bank seem expensive and bulky. Outsiders may not know Apple's motives behind the headphones, he added, "but Apple may also want to show some innovation at a time when iPhones and iPads are iterating for the functionality era." Companies are introducing new products such as foldable phones and AI services.
"It looks like it could be quite a volatility because of the hype and the fact that expectations for Apple have been high since the iPhone," Gartenberg said.
Gartenberg has previously written about his thoughts on Apple's new headphones, saying he doesn't think they're the "next big thing" for Apple.
"Until Apple or another company can demonstrate a truly compelling reason why more people want to use augmented reality or add virtual reality to their home entertainment options, I worry the technology will struggle to gain mainstream adoption," Gartenberg wrote.
When the headphones are launched on June 5, they will be Apple's latest major product since the launch of the Apple Watch in 2015. A product that was initially met with criticism and skepticism, but later generated significant revenue for the iPhone and became a market. . Category leader.
Apple has reportedly been working on its mixed reality headset for seven years, ahead of the 2019 and 2022 release dates. Some employees working on the product told The New York Times in a report in March that the headset could launch later. However, a recent Bloomberg report, after being delayed by the uncertain economy, says the current plan will be released to the world on June 5.
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