Apple CEO Tim Cook made a hilarious blunder during an interview with ABC News on Tuesday. He accidentally said that the company’s new augmented reality headset, Vision Pro, costs only $34.99, instead of the actual price of $3499.
The slip-up happened when Cook was asked by anchor Robin Roberts how he would convince people to buy the device, which is Apple’s first foray into mixed reality. Cook said that he thinks Vision Pro is a “great value” and that it offers a “revolutionary” experience that can transport users to different places and times.
He then added, “And it’s only $34.99.” Roberts quickly corrected him, saying, “You mean $3499?” Cook realized his mistake and laughed, saying, “Yeah, yeah, yeah. Sorry about that.”
The interview clip went viral on social media, with many users poking fun at Cook’s error and joking that they would buy the device at the lower price. Some also wondered if Cook was hinting at a future price drop or a cheaper version of Vision Pro.
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Apple unveiled Vision Pro at its Worldwide Developers Conference (WWDC) on June 5. The device is expected to launch in early 2024 and will compete with other AR and VR headsets from companies like Meta and Varjo.
Vision Pro features a sleek design and high-end features, such as eye, hand and voice control, face tracking and spatial audio. It can also run hundreds of thousands of iPhone and iPad apps in AR or VR mode.
However, some analysts have expressed doubts about the device’s mass appeal, given its high price tag and niche market. According to Wedbush, Apple will only sell 150,000 headsets in the first year of release.