Vision Pro and glasses: the job is seeing, not capturing

When it comes to wearables on the face, the job is going to be optics. When the Watch came out, they said: by the way, it’s a timepiece. It took a lot of cues from timepieces, a very old category. So if you study eyewear, you have to study deeply what people are using it for. It isn’t natural at all to use eyewear to take pictures. What’s natural is to see better. The whole objective of eyewear is to give you clarity, not to collect information and process it in the cloud. So you pivot away from what the early versions of the products are. You listen to what the early entrants did and you get confused, because they all had the wrong jobs, or the wrong approach, or the wrong processes, or their own priorities. And you assume that what they did is what Apple’s going to do. They’re going to come at it a whole different way. Of course it can see — but to the extent that it can see, it helps you see. I really think they’re going to position it as a great optical device, as they did with the Watch, saying it’s a great chronograph.