Oculus needed advanced Samsung displays that weren't in mass production. Since money alone couldn't convince Samsung to build them, Oculus offered to develop the software and hardware for Samsung's Gear VR. This partnership was the only way to secure the critical components needed for their flagship Rift headsets.

Despite analysts viewing live sports as a prime use case for the Apple Vision Pro, Apple's F1 partnership announcement omits plans for immersive 3D or spatial content. This failure to connect a major content acquisition with its new flagship hardware represents a significant missed opportunity to drive hardware adoption.

Apple's biggest problem is over-engineering and taking too long to ship. The Apple Car failed because they aimed for a fully autonomous vehicle instead of an iterative luxury EV. Similarly, the Vision Pro could have launched years earlier and been more successful with less "fit and finish."

Unlike Apple's high-margin hardware strategy, Meta prices its AR glasses affordably. Mark Zuckerberg states the goal is not to profit from the device itself but from the long-term use of integrated AI and commerce services, treating the hardware as a gateway to a new service-based ecosystem.

Palmer Luckey argues the main barrier to VR adoption is poor user experience (comfort, content), not price. He posits that even if headsets were given away for free, over 90% of people would stop using them within a month. The focus should be on creating a premium experience, not a cheaper device.

Luckey argues analysts misunderstand the Vision Pro's strategy. At $3,500, it's not a mass-market product. Its goal is to make VR highly desirable and aspirational. By solving the "want" problem first, Apple primes the market for future, lower-cost versions, avoiding the trap of making a cheap product nobody wants.

Ben Thompson argues Apple's core mistake with Vision Pro sports is treating it like TV, with jarring camera cuts and pre-game shows. The killer app is simple: an unedited, live feed from a single courtside camera that delivers a pure sense of presence, which would also solve Apple's content scalability problem.

Unlike the early iPhone era, developers are hesitant to build for new hardware like the Apple Vision Pro without a proven audience. They now expect platform creators to de-risk development by first demonstrating a massive user base, shifting the market-building burden entirely onto the hardware maker.

Apple's failure to provide immersive, 3D spatial video for its new F1 partnership is a major missed opportunity for the Vision Pro. Live sports are a primary driver for VR/AR adoption. Offering only a standard 2D broadcast in a virtual environment fails to create a differentiated experience that would justify the hardware's cost for hardcore fans and drive platform adoption.