European XR industry hopes Apple’s new headset will be the miracle it needs

Apple’s augmented reality (AR) / virtual reality (VR) / mixed reality (MR) headset is finally expected to be revealed on Monday, June 5th at 10am PDT / 1pm EDT after years in development. This is a huge moment for not only the company, but the European extended reality (XR) sector as a whole.
Designer Marcus Kane’s conception Apple’s mixed reality headset (via Yanko Design)
Callum Booth for TNW:

With its VR/AR headset, the Cupertino giant is on the brink of jumping into an entirely new industry, one that could either reinforce or destroy its reputation as a sector definer.
And for European XR companies? Apple’s hardware has the potential to do miraculous things…
“The magnitude of the opportunity is enormous, but there’s a real risk that the technology could just not take off,” Leo Gebbie — Principal Analyst of Connected Devices at CCS Insight — tells TNW. “We’ve seen Meta pour billions of dollars into VR and the metaverse in recent years, but the technology has failed to inspire the masses.”
There was one common response across all the companies TNW spoke with for this article: the release of Apple’s AR/VR headset will bring a lot of attention to the industry — and that will have financial implications for everyone…
“We expect it to have a substantial impact on the XR space,” Jerome Botbol — the Group Head of Immersive at Happy Finish, a creative production agency — says to TNW. When you consider Apple’s track record, especially when it comes to products that “command market share and drive adoption,” the headset could be “a major milestone for the industry.”

MacDailyNews Take: While B2B is different from consumer, Apple focused on the consumer with iPhone and iPad and they both rather quickly moved strongly into the enterprise. If consumers find uses for Apple’s headset, professionals and the enterprise will, too.
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