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Apple’s Quest to Revolutionize the Home Theater 

The new Apple Vision Pro headset is displayed during the Apple Worldwide Developers Conference on June 05, 2023 in Cupertino, California.
Will regular people pay $3,500 for a personal home theater to consume content they can already watch on their big screens? Maybe not, or at least I’m not sure they will right now. Photo: Justin Sullivan/Getty Images
Matthew Belloni
January 22, 2024

Last week I did something I never do: a hardware demonstration. I’m usually not too interested in the latest tech, and, as a relatively late adopter, nobody cares what I think about it anyways. But many of the initial reactions to the new Apple Vision Pro have focused on how cool it is for watching movies, so my attention automatically perked up. 

The fancy VR/AR headset, which is available Feb. 2 at an initial $3,500 price, is being marketed as a next-generation platform for video and other entertainment. It’s launching with apps for Disney+, Max, ESPN, Amazon Prime Video, and Peacock (though not Netflix or YouTube, which is a bit of a surprise; they’re telling people to just use the web). And the Apple publicist was both nice and persistent. So on Tuesday afternoon, I found myself sitting on a designer couch in the old Beats offices in Culver City, ready to have my mind blown.