Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Apple delays mixed-reality pivot

The news: Apple’s long-rumored mixed-reality (MR) headset, its first new product category since 2015, is being pushed back to June due to software and hardware setbacks, per Bloomberg.

What we know about Apple’s MR pivot: Apple’s AR headset was expected to be revealed in late 2022, and reports indicated it could have more processing power than an iPhone, per Insider.

  • Initial reports stated the Reality Pro AR glasses would run off the iPhone’s processing power. Now it looks like they will have their own onboard Apple Silicon.
  • Apple’s AR pivot was expected to serve as the cornerstone of a 10-year plan to replace smartphones with AR headsets
  • The company could now be accelerating its MR pivot as smartphones are starting to plateau in innovation and in sales.
  • Apple recently reported earnings of $117.1 billion, versus the $121.1 billion expected—its biggest decline in revenue since 2016.

What’s the holdup? Apple will reportedly use its Worldwide Developers Conference in June as a springboard to announce the headset and developer ecosystem.

  • Apple, which has been working on this technology since 2015, reportedly delayed the launch after product testing revealed both hardware and software had significant issues that need fixing. 
  • The company looks to bring the product to market in late 2023, but supply chain hiccups and its contentious developer relations could be hurdles beyond its control.

Pricing is a sticking point: Apple reportedly plans to charge $3,000 for the headset, which is expected to be more of a developer tool similar to Microsoft’s HoloLens rather than a consumer-oriented product like Sony’s and Meta’s offerings.

  • The cost is nearly double what Meta charges for its high-end Quest Pro headset. Meta’s flagship already has a supporting app ecosystem but is still considered niche and expensive.
  • Sony’s PlayStation VR2 headset, which is designed around gaming, is being panned for being too expensive at $550.

The problem: While it is under pressure to produce another hit product category, now might not be the right time for Apple to pivot toward AR and VR. Even Meta CEO Mark Zuckerberg, the leading proponent of the metaverse, said a functional metaverse is years away from being realized.

This article originally appeared in Insider Intelligence's Connectivity & Tech Briefing—a daily recap of top stories reshaping the technology industry. Subscribe to have more hard-hitting takeaways delivered to your inbox daily.