Tim Cook compares Vision Pro launch moment to iPhone and Mac

Today, we launch Apple Vision Pro, ushering in a new era of spatial computing. Moments like this should make us all pause, celebrate what we have achieved and think about the enormous potential that still exists in the future.

This morning, I came to Apple Fifth Avenue with our team, and everyone was excited about this moment. Watching people experience Apple Vision Pro for the first time is incredible. The impossible becomes possible before their eyes, and they often have no words to describe the experience. This is truly a technology that you have to see and experience to believe it. It is truly a gift to hear customers share their wonder, excitement, and dreams for this incredible device we have created. The entire experience reaffirmed the importance of this moment and the important role our retail teams play in delivering this unprecedented technology to the world.

Apple Vision Pro brings together thousands of innovative technologies to create products unprecedented in the world. This is a remarkable achievement, and as many of you will attest, it has been years in the making. Apple Vision Pro is made possible because of you - because of your commitment, your passion, and your contribution to the special culture that drives Apple innovation. I would especially like to thank all the teams working on this project who have put in countless hours of hard work over the years to once again push the limits of what is possible.

Of course, the most important thing about Apple Vision Pro for us is how it enriches the lives of our customers - strengthening connections, unlocking potential, and empowering people to accomplish things that would be impossible any other way. I am deeply moved by the thought of people reliving their most cherished memories and even introducing their loved ones to loved ones they have never had the chance to meet. It's exciting to imagine the incredible new entertainment experiences our customers will discover and the innovative applications our talented developers will create. It’s exciting to think about what this will bring to all walks of life around the world and the incredible opportunities that lie ahead. Because when it comes to spatial computing, this is just the beginning of the impact we can have.

Two weeks ago, we celebrated the 40th anniversary of the Mac, a revolutionary device that changed the world and laid the foundation for decades of innovation. When we shared the iPod with the world, we put countless songs into our customers' pockets overnight. I still remember the day we launched the iPhone. We knew our product was different, but none of us could have foreseen the profound impact it would have on our daily lives. Then we launched iPad, a magical slab of glass that can become whatever you want it to be, bringing new connections and creativity to millions of people. With the Apple Watch, I hear from users every day about the life it saves. Now, with today's announcement, Apple Vision Pro joins the ranks of groundbreaking products that defined Apple and redefined technology as we know it.

Moments like this don't happen every day. Thank you for everything you have done to make this moment possible.

Cook also gave a brief interview to "Good Morning America" ​​this morning to further explain the impact he believes VisionPro will have. He said: "The iPhone brought us mobile computing, the Mac brought us personal computing, it was the first spatial computer. People are going to interact with it in different ways. One company only has a few of these products, most companies don't have one, and we've had the Mac, the iPod, the iPad, the iPhone, the Apple Watch and now the Vision Pro. This is one of those moments."