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Fortune
Fortune
Matt Weinberger

The collateral damage of an Apple Vision Pro flop could be devastating

(Credit: Philip Pacheco—Bloomberg/Getty Images)

By now, you’ve probably heard all about Apple Vision Pro, the iPhone maker’s $3,500 headset to be released next year. 

With its headset, Apple is once again walking a well-trodden path. From the original Google Glass a decade ago, to Microsoft’s HoloLens in 2016, to Meta’s $1,500 Quest Pro last year, there have been many attempts by Big Tech to make smart goggles happen. 

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