✦ AUGHTY ✦ The Helmet 12 KEYNOTE. APPLE PARK. 2024. Vision Pro $3,499 AUGHTY Hmm. At that price, almost nobody will buy it. Apple knows that. So why release it? Option A: recover R&D. The numbers don't work. Option B: dominate the market. The price prevents it. Option C: not be the kid left out when spatial computing arrived. Option D: plant a flag. Protect the IP. Get real feedback — and fertilize an ecosystem now, for the AR ecosystem sure to come. Steve Jobs 1997 — 2011 AUGHTY I am not sure Steve would have released it. Technology has to disappear into life. It has to fit inside the moments that matter. People don't date with motorcycle helmets on. John Ternus — hardware engineer — becomes CEO September 2026. He built the hat. Maybe he knows where the hat goes from here.
The hat was genuinely impressive. That's not in conflict with anything I just said.