Can Apple’s MR headset replace that iPhone as a “branded product” of the company? Gurman shares three tips to avoid a “high profile flop.”

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  • Eliminating the need to carry a phone or type on a laptop, he said. The first headset, he said, is expensive at $3,000, but consumers will get a taste of its “engaging vision,” he added. Gurman expects the first MR machine, possibly called Reality Pro, to hit the market in 2023. This includes several new technologies such as dual 4K displays, a front flexible OLED screen that shows the user’s eyes, and his 12 cameras that can analyze the wearer’s body, eye movements, and the external environment.

  • Apple, Inc.’s AAPL iPhone is still the company’s biggest moneymaker, 10 and a half years after its release. According to Bloomberg’s Mark Gurman, Cupertino’s next big product could rival the iPhone. Apple’s vision for MR headsets: Some of his Apple executives overseeing the launch of mixed reality headsets believe the product could eventually replace his iPhone as the company’s “branded product,” he said. Gurman said in his weekly “Power On” newsletter. Apple’s vision for the product is hardware that can be worn anywhere throughout the day.

On the other hand, Gurman says MR headsets are impractical and likely too expensive for most consumers. Some of the issues he outlined were that the device only lasted him two hours on a single charge and didn’t work well outdoors, a design that some found uncomfortable and limited content. It is possible to start with selection.