Analyst: Apple will cannibalize iPhone as VR becomes the new screen

“Piper Jaffray’s Gene Munster today offers up yet another in a series of missives on virtual reality and Apple’s likely role in the technology, arguing the company will probably get deeper into VR because late co-founder and CEO Steve Jobs installed in the company a fear of the ‘innovator’s dilemma,’ the term propounded by Harvard professor Clay Christensen in his book of that name,” Tiernan Ray reports for Barron’s.

Writes Munster, who has an Overweight rating on Apple stock, and a $172 price target, ‘We believe MR (Mixed Reality) is critical to Apple long term’ because ‘over the next 20 years, the screen as we know it will slowly go away,'” Ray reports. “Munster doesn’t explicitly explain so-called mixed reality; the implication is its a mesh of virtual reality and augmented reality.”

Ray reports, “So, Apple’s going to realize it must cannibalize the iPhone.”

Read more in the full article here.

MacDailyNews Take: Apple already knows that someday, as they did with the iPod, they’ll cannibalize the iPhone, if they wish to continue leading the way.


  1. Apple won’t be interested in gimmicks. If a particular concept looks promising, they will evaluate it and assess how it works under real world conditions. They will only incorporate the idea into a product if it offers proven advantages and doesn’t have any significant drawbacks. There are a lot of obstacles to overcome before VR can realistically start replacing conventional screens and keyboards for every day use.

    When the time is right, Apple won’t hesitate to cannibalise the iPhone, just as the iPhone cannibalised the iPod and later on iPads cannibalise MacBooks, but Apple won’t come out with some stupid-arsed novelty just for the sake of doing something impressive.

    Just because something is possible, it isn’t necessarily a good idea. I would refer you to Google Glass for a recent example.

  2. “MR (Mixed Reality)” is a bullshit term. It’s simply called AR, Augmented Reality.

    An no, no one is going to adjust to living their life or performing their computing work with giant visor gear strapped to their head. That’s not the only method of VR. I fully expect an evolution of 3-D display walls with gesture control. Why the computer GUI hasn’t already moved into standard 3-D GUI elements is beyond my comprehension. It’s well over a decade late by my estimation. Apparently, it’s too scary for our current rendition of ‘the modern world’.

    1. Any 3d technology will be widely adopted only when its visual displays are readily apprehended by our existing natural system of sight. UIs today are still too crude, subverting our natural I/O senses in favour of programming constraints. Why isn’t every movie IMAX? Why does every videogame manual warn about frame rates causing seizures? The desired ideal technology is late because it’s hard and because companies settle for a decent ROI despite a target market diminished by unwary viewers dropping to the floor and writhing in agony.

  3. VR is not a category unto itself. VR will not be the next big thing. It’s already a thing. It already suggests by its design what it will be good for. VR will be a technology that i9s ultimately integrated into whatever larger task presents itself where applicable.

  4. I’m still waiting for the 3D hologram projector in the iPhone. Want to view that Excel file on a bigger screen? Tap here and have it two foot wide right in front of your phone floating in air.
    The key here is “choice”, regular screen on the iPhone for the normal day to day use. Projected image for when you need to see something much bigger or superimposed over a background.
    A hologram type setup would be great. No screen needed. But that may be many decades away.

  5. Ya, running around with a VR set on my face all day…

    Sound like a terrible technology achievement for me.

    It will be big in the pron, game and simulation market but I have yet to figure out this technology will come handy in a day to day life.

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