Apple CEO Tim Cook recently remarked that the company’s virtual reality (VR) headset, Vision Pro, has such a profound impact that “people are often emotional the first time they try it.” His statement followed Apple’s receipt of a Black Pencil at the D&AD Awards, a prestigious honor in the creative industries, awarded for the design of its visionOS (operating system) for Vision Pro.
In a post on X, Cook commended the Apple Design Team for earning this rare accolade. “Apple Vision Pro was made possible by years of breakthroughs from our design and engineering teams. The result is so profound that people are often emotional the first time they try it. I’ve seen it firsthand,” he wrote.
The comment section was filled with congratulations for Cook and the team. One user praised the achievement, saying, “Congratulations on creating yet another generation-defining product. I use mine for multiple hours every single day, for work and play. It’s honestly astonishing to me that, yet again, Apple has successfully redefined the human-machine interface for the next generation of products. Great work.”
Another user expressed gratitude, stating, “Thank you for this amazing technology! And congratulations on winning the award Tim.”
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Apple officially launched the Vision Pro in the US on February 2, with a starting price of $3,500.