📱The post-iPhone future

Everyone who has been following the tech world lately knows that Apple is working on a headset. It's the talk of the town in Silicon Valley newsrooms. Everyone knows the most valuable company is preparing for a shift in computing.Why it matters: Apple's headset is the gateway into their future, and a chance for them to ensure that they remain the most valuable company in the world. If Apple fails to jump on this opportunity, it'll be seized by Meta, ByteDance, or an innovative startup. Apple's headset opens trillions in opportunities via an application store and experiences. Imagine combining the revenue of iPhone + Mac + App Store sales; that's the opportunity. If Apple executes well, their place in the cut-throat world of tech is secure. If Apple fails, they will cease to exist.

The clash between corporate and design

In the aftermath of Steve Job's death, Apple has been in something of a culture war between design and corporate with two key figures emerging.Why it matters: Corporate clashes like these may seem totally irrelevant to investors, but they're important since they destroy how quickly a company can innovate. If you have two factions fighting over details on an innovative product then nothing usually comes on the market.Key figures: 

• Tim Cook: Apple's politically and operationally adept CEO. A man of efficiency and excellence, Tim's job at Apple is to lead it into the future while maximizing profits and utilizing innovation. Tim's the definition of a CEO.

• Jony Ive: Apple's former Chief Design Officer. Johny is a man of design and was one of Steve's closest employees at Apple (Steve called him his "spiritual partner at Apple"). Jony focuses on creating insanely great products— the definition of a renegade creative.

Over this past decade, these two figures have clashed in House of Cards style corporate fights over the future of Apple - with Tim trying to maximize profits, and Jony trying to test what's possible, even if it's not what the world wants.

For example, when Jony was creating the Apple Watch, he pushed for Apple to turn it into more of a status/style symbol (think Rolex) than a smartwatch (think FitBit since that was the hottest commodity in Silicon Valley).

This clash has reportedly been continuing even after Ive's departure from Apple as Ive works with key teams to push out Apple's headset. According to The Information (one of the best news organizations for in-depth tech news), Ive's team has been clashing with Mike Rockwell's team (Apple's head of AR) over the design with Ive's team - reportedly pushing for the device to not be cut off from the outside world and users needing to wear a headset for over 8 hours.

These design changes are a key reason why Apple has been unable to release the headset on time - according to old reports from 2018, the headset was supposed to be released in 2020.

However, it's not total Civil War at Apple as these two forces appear to have found a compromise on the headset and progress is going smoothly with Apple reportedly showing a headset to their board.

Reality OS

Reality OS is reportedly Apple's new operating systems for their headset. It's called Reality OSWhy it matters: Reality OS is the operating system behind the headset. It's largely what the user interfaces and will use to interface with the new digital world. Hints have reportedly been found in source code and trademark filings.

Something extremely fascinating about the trademarks is their date deadlines (: June 8, 2022 and June 9, 2022. This will reportedly be just two days after Apple's WWDC keynote (developer keynote). It's likely that we could get a confirmation on the headset on that date, but I wouldn't say it is a guarantee. The more fascinating part of Reality OS is in the new app store. Apple apparently wants to focus on gaming, streaming video content, and video conferencing. Go deeper: If Apple can really create a new app store for their new headset then it will quite literally print money. The App Store prints money and it's likely that Apple's VR store could print money too, and if the headset's details of mixing AR/VR into one headset are true, then the experiences you could create are nearly endless and Apple could rake in a pretty premium. Bottom line: Outside of hardware sales, the operating system and reported store will open new valleys of revenue for Apple that can eventually surpass the current App Store. If Apple cuts down on the cost of the headset... the headset will reportedly cost more than $2,000.

Looking towards the future

We are about to enter a post-iPhone future according to the world's most valuable company. The ramifications of this shift will likely be widespread and future billionaires will be born; however, it's too early to bet the farm on Apple's VR headset being a total success; we haven't even seen the product!

If the predictions for WWDC hold true then prepare for a brave new world of computing to be unveiled; even if we just walk away with an announcement of Reality OS.

What we have seen is Apple's dedication to move towards the future even if it means facing up against possible usurpers and that's all the world's biggest company needs to continue their success. Apple has been focusing on maximizing profit and developing services. Now, it's time for a new Apple to be born. A mix between corporate and lab rat. A return to the innovation of of return to Apple Steve Jobs where Apple pushed out products like the iPod, iPhone, and Macbook air. Most important takeaway: Apple's interest in this space indicates that VR/AR, and more broadly - the Metaverse - are going to change the world.