Apple’s Vision Pro headset is a hobby. Why won’t Tim Cook say that?

The article argues that Apple's Vision Pro headset should be classified as a "hobby" product, similar to how Steve Jobs described the original Apple TV, because it is not expected to be a major profit driver. The author notes that neither Apple CEO Tim Cook nor other commentators have used this term, suggesting a reluctance to acknowledge the device's limited commercial ambitions. The piece focuses on this missing label rather than the headset itself.

I’ve been following the press and social media coverage of Apple’s pricey new Vision Pro Augmented Reality headset, which now totals hundreds of stories and thousands of comments and I’ve noticed one idea missing from all of them: what would Steve Jobs say? Steve would call the Vision Pro a “hobby,” just as he did with the original Apple TV. You know I’m correct about this. And the fact that Apple hasn’t gone for the H-word and no other writers are suggesting it is the topic of this column, not the Vision Pro, itself. It would appear that nobody at Apple has the balls to call the Vision Pro a hobby, which is to say it is not expected to make a profit for the … The post Apple’s Vision Pro headset is a hobby. Why won’t Tim Cook say that? first appeared on I, Cringely.