It wouldn't be the first major product steered entirely by Cook, as the sub-heading states, that would be the watch.
Within a year or two of the launch of the iPhone the tech industry went into "what have you done for me lately?" mode, on the edge of their seats for the next major iPhone level change-the-world platform from Apple. That's died down over the years. The fact that the watch merely defined the segment and was so dominant it re-shaped the watch industry is still seen in some quarters as a failure because it didn't replace the phone.
If the AR headset does launch and it just does as well and it's leading competitors that's fine. Not everything has to change the world. Maybe just having it as a really solid option for those who want one is enough.
Within a year or two of the launch of the iPhone the tech industry went into "what have you done for me lately?" mode, on the edge of their seats for the next major iPhone level change-the-world platform from Apple. That's died down over the years. The fact that the watch merely defined the segment and was so dominant it re-shaped the watch industry is still seen in some quarters as a failure because it didn't replace the phone.
If the AR headset does launch and it just does as well and it's leading competitors that's fine. Not everything has to change the world. Maybe just having it as a really solid option for those who want one is enough.