I'll preface this post by saying that I like the idea of the Vision Pro — the immersive XR headset delivers a novel way to experience your favorite movies, apps, and games, and it has the potential to be an exciting new category. That said, the little that Apple showed off suggests there's still some ways to go before the Vision Pro becomes a device regular customers care about; for starters, it needs to cost a lot less than $3,500. Until then, it's just a cool technical demo that's targeted at tech enthusiasts.
And while the Vision Pro is already being touted as the post-iPhone moment for Apple, I'm not sure that will be the case for several years to come. So what should Apple turn its attention toward, you ask? Beefing up its iPhone portfolio, particularly in the mid-range category. This is the segment that has the most addressable user base globally, and while Apple offers the iPhone SE for those looking to pick up a brand-new iPhone for under $500, I'm not sure it's adequate in 2023.
