Tim Cook Admits Truth About Vision Pro Following Lackluster Sales

The Wall Street Journal's Ben Cohen this summer interviewed Apple CEO Tim Cook about the Vision Pro, innovation, Apple Intelligence, and more.

"At $3,500, it's not a mass-market product," said Cook. "Right now, it's an early-adopter product. People who want to have tomorrow's technology today—that's who it's for. Fortunately, there's enough people who are in that camp that it's exciting."

"We're perfectly fine with not being first," said Cook. "As it turns out, it takes a while to get it really great. It takes a lot of iteration. It takes worrying about every detail. Sometimes, it takes a little longer to do that. We would rather come out with that kind of product and that kind of contribution to people versus running to get something out first. If we can do both, that's fantastic. But if we can only do one, there's no doubt around here. If you talk to 100 people, 100 of them would tell you: It's about being the best."

"I think we'll look back and it will be one of these air pockets that happened to get you on a different technology curve," said Cook.

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