Apple’s mixed reality headset will be impressive but tough to sell, reports say

Apple is poised to unveil its first-gen mixed reality headset this year, which will deliver augmented (AR) and virtual reality (VR) experiences. Two separate reports indicate that Apple plans to unveil the handset in June. Apple recently held an internal presentation where the company's top 100 execs saw the device in action.

As impressive as the hardware and software might be, some of Apple's top execs are aware that the AR/VR gadget will be a tough sell. Maybe even tougher than all the first-gen products Apple launched in the past, as Apple is about to enter a nascent market where all its competitors are struggling. The mixed reality headset lacks a must-have application or experience and will cost about $3,000, a price that's much higher than most Apple products.

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