Apple’s introduction of the Vision Pro also ensures internal conversion measures. In contrast to other hardware teams such as those for the iPhone, iPad or Mac, Apple is said to have created its own group in order to be able to act like a start-up, reports Bloomberg journalist Mark Gurman at the weekend. The “Vision Products Group” (VPG) brings together hardware, software and design from a single source. Even after the launch of the new mixed reality headset, this will supposedly remain the case.
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Distribution to the departments is omitted
Typically, Apple’s functions are spread across the company’s various major groups. For example, Craig Federighi would be responsible for the software of all products and John Ternus for all hardware. The range of services is in turn managed by Eddy Cue. With the Vision Pro, however, the so-called Technology Development Group (which is now called VPG) under Vice President Mike Rockwell, writes Gurman. This has its own teams for all areas of the headset – in addition to hardware and software, these are strategy, image recognition, content, app development and project management.
However, the VPG cooperates with the various departments, such as the chip group around Johny Srouji, which manufactures the M2 SoC (and the special processor R1). Design and operations management assists Chief Operations Officer (COO) Jeff Williams. When the Vision Pro was finally announced, employees originally believed the development team would be disbanded and spread across the company — just like Apple’s other core products. But now the formation of the VPG seems to indicate that this will not be the case.
Model Apple Watch
However, this approach is not completely new for Apple. The company took a similar approach with the Apple Watch. During development, the computer clock was placed under COO Williams – both in terms of hardware and software. It’s still the same today. The software department under Kevin Lynch continues to report directly to Williams. However, hardware boss Ternus has now taken over the area of device (further) development.
According to Gurman, Apple has three reasons) for using the VPG structure. Apple wants to develop other devices – such as a cheaper model and real computer glasses – and a core team of its own is necessary for such a complex product. A start-up-like “company within a company” can also act faster. Finally, Apple might just wait until the headset is big enough in the overall business to rank among its real money makers like the iPhone, iPad, and Mac.
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(bsc)