Apple’s Vision Pro gives sneak-peek into future beyond iPhone — and it is here

The era of spatial computing has arrived. This is how CEO Tim Cook describes the launch of Apple’s new Vision Pro headset in a newsroom post published late last night. “Apple Vision Pro is the most advanced consumer electronics device ever created. Its revolutionary and magical user interface will redefine how we connect, create, and explore,” he adds.

Cook is usually not quoted in these press releases. At least, not in the modern day. The iPhone 15 Pro and iPhone 15 Pro Max featured words from Greg Joswiak, the company’s senior vice president of Worldwide Marketing. And the very recent M3 14- and 16-inch MacBook Pro featured John Ternus, senior vice president of Hardware Engineering at Apple.