Apple, the Anti-‘Metaverse’ VR Company

One more bit of “metaverse fever dream” follow-up. The one company in the field that Nick Heer doesn’t mention is Apple, makers of the best-known (albeit not best-selling) virtual reality headset. Think and say what you want about the Vision platform (I still think it’s the first inning of a long game), but no one at Apple ever once gave a hint of endorsing “metaverse” hype. In fact, as I’ve noted before, at a 2022 WSJ event, seven months before Vision Pro was announced and over a year before it was released, Joanna Stern asked Greg Joswiak and Craig Federighi:

Stern: You have to finish this sentence, both of you. The metaverse is...

Joz: A word I’ll never use.

“Fever dream” is right.

★ Tuesday, 2 June 2026