No headroom for headsets

Apple has released a new device, and investors are hyped, too hyped.

Finance | Apple shares are priced for perfection

It's been nine years since Apple released an entirely new product. Yesterday, the company began selling its latest Vision Pro gadget in America. The virtual and augmented reality headset is Apple's foray into spatial computing. The company has joined Meta, Google, and Unity in selling these goggle-like headsets that, to the user, make it look like the app is in the real world in front of you.

But, despite the hype, the Vision Pro, and other headsets like it, won't be a mainstream consumer success. They're ugly, unnatural, and dorky—none of which are desirable traits. People are far too self-conscious to use a device that makes you look ridiculous and requires you to walk around and gesticulate. In contrast, however, smartphones took off because you interact with them privately and personally. With a few thumb movements, you can privately message a friend, watch a video, or read the news.

Still, virtual and augmented reality goggles will ha…