I sat down with @ahmurphy to discuss Apple’s Vision Pro and why mixed reality tech is where the world is going.

This is a decade paradigm shift in computing and entertainment. This is not the start. This is the announcement the start begins early next year.

Calling it the Vision Pro says it all. This is most cutting edge tech targeting a smaller market of early adopters.

I'm going to process the announcements and be back to you.

It will be out early next year.

I was wrong, Vision Pro is priced at $3,499. I thought it was going to come in below the $3,000 rumored. This is for developers.

Shares of $AAPL traded down 12% in the one week after Jobs previewed the iPhone in January of 2007. At the time, the share price hit $3.06.

I understand why shares of $AAPL have pulled back 2% since the announcement. Vision Pro is something that investors will need to try before they believe. There are so many questions I have, that may take months to answer as content and applications build.

Disney wants to build experiences of including more screens, in room digital characters, 3D content.

It has a 3D TV feature. Bold to go there given the theme never worked with flat panel TVs. That said, Disney's Bob Iger was part of the event, and wants to bring "Disney to fans that were not previously possible".

It has spatial video capture which should allow memories to feel more real. I’m looking forward to trying this feature.

The remote work features are focused on document collaboration and spatial FaceTime which should make group video conference more natural.

Vision Pro uses eyes, hands and voice for the controllers. By looking is one way to browse the system, or tap fingers together to select. No hand held controls. This is very different than Quest Pro.

They look like ski goggles, that allows your eyes to be on the real world. That will make it easier to wear for longer which has been a long time knock against wearables.

Cook pulls out the "one more thing" to introduce the MR headset, Vision Pro.

What's jumped out to me so far (an hour into the event) is the absence of AI talk. I wonder what developers are thinking.

You can now use your iPhone to find your Apple TV remote. My take: Finally.

My take, it just got easier to wear your AirPods all day (battery willing). It’s unclear if you have to buy new AirPods, which account for about 5% of sales.

AirPods get adaptive audio feature. It’s smart background noise management, reducing unwanted background noise and lower the volume of music when someone is talking to you.

New video conference features that work with Zoom and Webex. It makes the speaker bigger with content projected behind the speaker. Example of AI weaved into the fabric of an Apple product. My take: This should spice up Zoom calls.

Siri update: You can now summon it with just "Siri". No need to say "Hey Siri"

3. Message. New feature “Check In”. Auto messages that you have made it home safe. New stickers. My take: Small creative updates 4. AirDrop. Adds NameDrop - bring devices together for seamless contact sharing. My take, I'll use it.

iOS 17 updates: All subtle enhancements that do not move the needle. 1. Phone live voice mail and pick up. My take: Nice update. 2. FaceTime message. My take: New way to express yourself.

Updates to Mac Studio (price unchanged) and Mac Pro ($6,999 up from $5,999). These products are small to move the needle. Developers like them because of their hardcore hardware.

The new Air is the most popular Mac (About half of Macs sold are Air, and accounts for about 5% of total total sales) and is getting measurable upgrade. Mac segment should rebound from being down 25% recently to slight growth.