In Mark Gurman’s “Power On” newsletter for Bloomberg, the list of executives involved in the seven-year journey includes Mike Rockwell, who oversaw the engineering of the device. “He’s a complete genius, and if anyone could pull this off, it’s him,” said one person involved in the development.

Given this intimacy and involvement, Rockwell could be one of the facets of the device’s unveiling. Chief Operating Officer Jeff Williams oversees the design team, including the Human Interface Group, which is responsible for the overall vision. Williams also managed the manufacturing of the device itself, which is apparently considered internally to be the most complex product Apple has ever designed.

Between Rockwell and the top executive team is Dan Ricco, who has spent the past two years solely working on the headset. Rockwell also has senior deputy Paul Meade, who handles hardware engineering for the headset and previously worked on iPhone hardware management until 2017.

Jony Ive was also named on the list because, while he held a part-time role in the headset’s early creation, he pushed for an isolated design that avoided existing headsets. That includes pushing for a portable design without a base station, an outward-facing display that lets others see the user’s eyes, and a smooth transition between VR and AR.

While Ive is no longer with Apple, he was still involved in designing the headset until his contract ended a year ago.

Other names on the list include Greg Joswiak, Phil Schiller, Frank Casanova, Kim Wallace, Jeff Norris, Johnny Srouge, Shannon Gunnar Smith and Jeff Starr, all Apple heavyweights.

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Every Apple event will have a special artwork (invitation letter) to promote, what does the artwork of WWDC 2023 mean? Plenty of predictions and leaks point to the rumored XR headset.

Apple analyst Ming-Chi Kuo tweeted today that the mass production plan of Apple’s mixed reality headsets has been delayed by 1-2 months to the middle and late third quarters, so it may not appear at the WWDC 2023 Developer Conference as scheduled.

He pointed out that due to the delay in mass production, this product is expected to ship only 200,000 to 300,000 units this year, which is lower than the market forecast of 500,000 or more. It is worth mentioning that he predicts that the price of this product will reach 3,000-4,000 US dollars or more (IT Home Note: Currently about 20670~27560 yuan).

 Apple is not very optimistic about the launch of AR / MR headsets, which can reproduce the blockbuster "iPhone moment", so the assembly and mass production schedule has been postponed again by 1-2 months to the middle and late stages of 23Q3, which is also for the Whether the new device can be unveiled at WWDC 2023 as the market expects has added variables. It is also due to the delayed assembly and mass production schedule, so this year's shipments are only 200,000-300,000 units, which is lower than the market consensus of 500,000 units or more. Apple is not very optimistic about the market's reaction to the AR / MR headset conference. The main concerns include the economic downturn, the compromise of some hardware specifications (such as weight) in pursuit of mass production, the degree of ecological and application readiness, and the high price (3,000 -$4,000 or more) etc.

Although he believes that the product will be shipped in limited quantities, it does not appear that the product is initially aimed at profitability. Gurman previously stated that Apple’s first AR/VR headset was not for profit, but to strengthen the company’s market position and establish a solid foothold in the AR/VR market.

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According to Bloomberg reporter Mark Gurman, Apple is developing at least three (AR) augmented reality and (VR) virtual reality devices, code-named “N301”, “N602” and “N421”.

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