I disagree. I think they don’t want to be compared to a $500 VR headset. VR hasn’t taken off enough to move the needle on Apple financials. It’s not “good enough”. As nice as the Vision Pro is can it justify its extra $3000 cost in comparison if it’s also just VR/AR? Sure it’s more powerful, but it doesn’t even have controllers.
On the other hand AR has largely failed so far too. The HoloLens didn’t revolutionize the world. And the level of AR a Quest 3 offers is much lower resolution than Apple had. And, again, $3000 difference there (HoloLens was way more).
I think they want to be seen as a new category and not just another AR/VR thing. Sure the Mac was technically a personal computer, it was so different from a PC AT as to be almost a totally different thing. iPod vs Creative Nomad. iPhone vs early Windows CE phones.
That’s what they want. They want to be judged on their own. Not “I bought a Quest 4 and it was OK, why should I pay $X more? It wasn’t useful to me.”
Will it work? Time will tell. If it does the Vision line will be looked at as a totally different product category from the Quests/etc of today. If it doesn’t they’re in trouble.