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Yes, Tim Cook’s Vision Pro headset "killed" Steve Jobs’ iPhone! Apple has a new superstar

By Martin Filipov

Published: Jun 25, 2023, 12:45 PM

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This article may contain personal views and opinion from the author.

Yes, Tim Cook’s Vision Pro headset "killed" Steve Jobs’ iPhone! Apple has a new superstar

Thinking about what makes Apple products great, we often mention software, hardware, support, ecosystem integration, as well as ease of use. However, one thing few people talk about is how important attention is to a product like the new iPhone, for example.

Of course, the amount of attention a product receives will likely correspond to the marketing effort around it as well as brand recognition; simple stuff - no rocket science. That being said, every now and then we see a product so disruptive that it pretty much markets itself, and not only that but also manages to steal the attention from pretty much anything else around it.

As far as Apple is concerned, such tech products include the original iPhone, iPad, Apple Watch, and (to an extent) the M1 MacBooks (2020), while in recent history, the company’s hottest, most popular product must be the ubiquitous AirPods (debuted 2016). In other words, even if you’re Apple, a disruptive piece of tech isn’t something you launch every year - even if you have the strongest marketing team and brand recognition in the world.

Smooth transition incoming…

And that’s exactly what makes Apple Vision Pro a product that can and likely will steal the spotlight from the usual suspects in Apple’s 2023-2024 product lineup like the iPhone 15. Why? Well, the iPhone 15 will look more boring than ever next to Apple Vision Pro. But hold on, let me elaborate…

Apple has a new superstar: iPhone might be Apple’s best-selling product but it’s no longer the most exciting one

Let’s be honest, folks… Smartphones are getting a little bit boring.

Despite the fact our phones can do more than ever, they’ve lost the novelty/wow factor that used to excite people - they are no longer the super exciting piece of tech that fits in your pocket. Feel free to weigh in with your own take in the comments but I think that’s because we take phones for granted now - which makes total sense. They’ve become a constant part of our day/lives; an object we don’t really think about but just… use.

I wasn’t around back then but I’d imagine what’s happening to phones right now is the same thing that happened to refrigerators when they went mainstream - it’s cool in the beginning but after you’ve been using it for 15 years, it’s no longer “a magical box that keeps your food from rotting” - it's just another object you happen to make use of during your day (and use as a microwave stand).

Of course, the iPhone also is a smartphone, which means it isn’t immune to any of that. If anything, Apple’s phone might be the single most boring smartphone out there (certainly if you ask me) thanks to how ubiquitous, and simple to use it is (the latter is the general consensus). In fact, the iPhone is almost “too simple” if you ask Android users.

I’ve discussed this on PhoneArena before but the iPhone was already nearing its peak, and it seems Apple’s managed to come up with a product that’s already making people forget about the Steve Job's invention, or at least notice it less than ever. The superstar presence of Apple Vision Pro now makes iPhone look more boring than ever, and by "boring" I mean “not special”, and by “not special” I mean “normal”.

Like it or not, the iPhone is to the 21st century what the refrigerator was in the 20th century.

America has two new superstars - Miami gets Messi, Cupertino gets Apple Vision Pro

Tim Cook said something interesting when revealing Apple Vision Pro, stating that “Apple Vision Pro is the first Apple product you look through instead of at”, which I find rather ironic in the context of this story. I’d argue, right now, Apple Vision Pro is the only Apple product the world is looking at, while we all look right through our boring iPhones, and right past their once magical capabilities.

Now, am I saying people will stop caring about the iPhone? No, not at all. In fact, I’m sure people would still stop by the Apple store to see the new iPhone when it comes out but I also believe that when they eventually find themselves inside the Apple store, they’ll have their eyes peeled for this crazy new Apple Vision Pro thing (and of course, many of them will be disappointed because this one’s exclusive to the US (for now).

Apple Vision Pro will overshadow iPhone 15 and make it look like the most boring iPhone ever; sell your iPhone and buy a Vision Pro now?

But how do I know Apple Vision Pro will overshadow the iPhone? Well, it’s already happening…

The Apple Vision Pro launch video is already the most watched video on Apple’s YouTube channel (like ever); it took just over a week to pass 50M views

Even during Apple’s keynote no one really paid much attention to the rest of the product reveals, or if people did, it was because they had to (journalists); at the end, when Apple Vision Pro was revealed, it was everything everyone was talking about, way

Social media is already burning up with Apple Vision Pro talk, YouTube videos; stories like the one you’re reading right now come out daily - everyone has something to say about Apple Vision Pro, whether it’s positive or negative

What’s more interesting and indicative of mainstream influence is that I see people who don’t usually engage with “tech content” talk about Apple Vision Pro - they like, share, and comment under posts related to the Vision Pro headset, because… it’s exciting; everyone from Elon Musk to my “normal” friends ask questions about the Apple Vision Pro, and that’s quite the event, considering we never really discuss tech unless they need a new phone

Legacy news channels, or television as your grandparents call it, actively covered the launch of Apple Vision Pro; in fact the folks from Good Morning America were the only ones allowed to record video footage of the headset while in use

Last but not least, the memes - they are countless and (sometimes) hilarious but one thing I’ll say is - don’t underestimate the potential of what I’d call “meme marketing”; yes, some people might be “making fun” of Apple Vision Pro but regardless of whether those are lighthearted jokes or mocking, this can only help Apple’s novel device to stay relevant on social media, which is a brilliant bit of marketing in today’s world

iPhone is here to stay - Apple Vision Pro can’t replace a smartphone because it’s nothing like it (but the MacBook should be worried)

In case all this Apple Vision Pro hype got you worried the iPhone might be dead, no... The iPhone isn’t dead, and it isn't going anywhere.

But the hype around the iPhone will now start slowly dying down because of this new kid on the block, Apple Vision Pro. You tell me - are you more excited to try out the new iPhone 15, or Apple’s new AR/VR headset? Which one are you going to get in line for at the Apple store? It was about time Apple launched a product that will remind everyone of how stagnant iPhones (and other phones) really are.

Are people going to stop buying iPhones? Definitely not. For starters, Apple Vision Pro doesn’t even have cellular connectivity but even if it did, no one would be walking around with this thing in the wild. I say that, realizing someone (who might/might not be from Florida) will eventually commit a serious crime wearing an Apple headset - but you get the point.

Another reason Apple Vision Pro isn't here to replace the iPhone is because Tim Cook doesn’t like cannibalism

But another reason Apple Vision Pro isn't here to replace the iPhone is because Tim Cook doesn’t like cannibalism! I know, right?

While some companies make a dozen different phones every year, and end up cannibalizing their own sales, that’s not how Apple rolls. In fact, quite the opposite is true. Rest assured, Tim Cook & Co will do everything in their power (that’s already happening) to make sure Apple Vision Pro is positioned and perceived as its own thing rather than an iPhone replacement. Why sell one thing when you can sell 2-3?!

But an even better reason why Apple Vision Pro isn’t replacing the iPhone is one that was very well communicated by Apple during WWDC. Apple Vision Pro is its own computer - a “Spatial Computer”. So, if anything, Vision Pro is trying to be more of a MacBook alternative rather than an iPhone one. The headset’s goal is to let you play and indulge in a billion forms of entertainment but it also wants to help you become more productive.

Think about the iPad-MacBook saga. People have been waiting for the iPad to replace the MacBook for years now, and while that certainly works for some, most people know exactly which machine they want/need - there’s an audience for both. Apple did a killer job at keeping the two different enough to avoid product cannibalization.

While Apple Vision Pro can (and I’m convinced will) eventually become a better alternative to iPhone, iPad and MacBook when it comes to specific tasks like watching movies, live sports, and playing games, there’s no way it’ll replace a device that fits in your pocket, costs way less, lasts way longer, and isn’t as “scary”.

In fact, I can guarantee iPhone and Apple Vision Pro will complement each other for a long while before the bulky headset turns into a pair of sleek glasses. Or if it does.

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Martin, a tech journalist at PhoneArena, brings a unique blend of humor and insight to his work. His fascination with smartphones began with a Galaxy Young and evolved through a series of trades and upgrades, making him a self-proclaimed smartphone nerd. Martin's content often combines current analysis of market trends with historical references and future predictions. Whether it's a deep dive into technical issues or a first-person commentary on industry events, Martin's articles are designed to inform and engage. His critical perspective is driven by genuine curiosity and a desire to keep readers informed, not by any corporate sponsorship.

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