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Apple’s Best AR Strategy for Now: Build on the Meta Quest

Commentary: Its glasses may be on hold, but the immediate future is already in front of us.

Apple’s first-ever VR-AR or «mixed reality» device is expected this year, and already its follow-up product seems to be on hold. According to Bloomberg’s reliable Mark Gurman, a planned set of AR glasses isn’t coming from Apple anytime soon. That’s OK: AR glasses don’t seem like they’re imminent from anyone.

After a trip to Las Vegas to try out some of the emerging technologies around future VR and AR headsets, one thing is increasingly clear: Everyone’s trying to figure out AR glasses, but everyone’s trying to perfect VR headsets. The difference between those two scenarios is bigger than you think.

All-day AR glasses that are useful, work convincingly, have long enough battery life, work with your phone and function as actually legit prescription glasses haven’t materialized, although the pieces are coming into place. Companies like Meta have promised a decade-long path to these glasses. It turns out, maybe, that’s going to be the case for everyone else, too. I’ve seen smart glasses that look real but don’t do much, or glasses with AR that feel chunky and do some things, but don’t quite work with my vision and can’t figure out how to work with my phone yet. Chipmaker Qualcomm is working on this; Google, Apple and Samsung need to solve it someday, too.

In the meantime, VR already has a very real and reasonably popular product that most families I know in the everyday world are familiar with: the Meta (formerly Oculus) Quest 2.

Read more: The Quest 2 Is Still the Best VR Headset For Now

That recognition is no small thing. I think of the Quest’s place in everyday life like the Amazon Echo was years ago: something odd that over time became familiar, normalized. Something reasonably priced, and good enough to do a few things actually well. The Quest 2 is basically a game console. Where Meta has struggled is figuring out how to expand that base beyond gamers.

Following Meta’s playbook is something I expected Apple would do. Heck, I expect most companies are going to do it. The Quest 2 works just like most people imagine it will, or better. It’s a bit of instant magic that’s totally wire-free.

The Quest 2 does have downsides. In fact, those problems emerge the more you use it. I find connecting with friends and social spaces gets weird and buggy, prone to lag, disconnects and way-too-basic avatars. The battery life is bad. For fitness apps, which the Quest 2 can do surprisingly well, it’s still not good at really managing sweat or keeping my glasses from fogging.

Even though Meta wants the Quest 2 and higher-end, work-focused Quest Pro to open up new ways to work by creating virtual monitors around my laptop, the connections and display quality aren’t good enough to be more than a clever experiment most of the time. I can see my laptop keyboard with the Quest Pro’s passthrough cameras, but typing feels awkward and nowhere near as good as when I’m just on my laptop… and I can’t see my phone screen to check messages, either. The Quest can show me phone notifications like a basic smartwatch from a decade ago, but I can’t interact with them.

These VR headsets can even do some basic AR, using passthrough cameras that «mix reality» to show the real world in fuzzier video, with VR layered on top. The effect is sometimes pretty amazing, and could even approach feelings I’ve had with early AR headsets like the Microsoft HoloLens 2.

So where does that put Apple? Clearly, there’s a headset coming soon. And according to Bloomberg’s Gurman, the next goal after this first expensive headset is to work on a more affordable model. It’s like Meta’s approach to the Quest and Quest Pro, in reverse. And there are plenty of things Apple could focus on to make its entry into VR (and AR) worth the effort.

Better comfort, better fitness

The Quest 2 is already an affordable fitness device, and pairs with watches to show heart rate and fitness stats. Apple clearly has an advantage on time spent developing the Apple Watch, fitness and health tracking, and its Fitness Plus subscription video workouts, which also have overlaid fitness stats.

Apple could emphasize workouts and fitness on its headset, with comfortable, breathable straps and face pieces that could feel better for exercise. Meta is starting to realize it needs to improve comfort for VR: A recent Razer partnership using head straps made by CPAP-maker ResMed shows a need for better materials. I’d expect Apple to make this aspect a key part of the headset’s advantages. There are other advantages, too. Apps like Beat Saber and Supernatural use music for fitness, and Apple already has all of Apple Music at its disposal.

Connect better with laptops, iPads, phones, watches

VR headsets right now have an extremely hard time working well with all the other things we have lying around us. I can’t get a Quest to connect nicely with my phone all the time. To work with my laptop, I need a specialized third-party app with its own thing I have to install on my laptop and turn on.

Meanwhile, Apple has been focusing on handoffs and continuity across AirPods, HomePods, iPhones, Apple Watches, MacBooks, Apple TVs… all over the place. That’s what’s needed to make a VR headset seem seamless and integrated into other stuff. I want to check my watch in VR, or use it to control apps. Or use my phone, and also see the phone. Suddenly grab my laptop, and the headset connects. Incoming calls? No problem. Send myself things back and forth from my phone or laptop and get all the files and things I want, and not feel like I’m on a vacation from them. That’s what Apple’s headset could set out to achieve.

That’s a best-case scenario. Much like the first Apple Watch and iPhone, the actual Day 1 functions of this headset might end up disappointing.

Better social

Even though the metaverse is on everyone’s minds, there aren’t many big social spaces in VR that work well. Microsoft’s Altspace is nice, but often feels empty. VRChat is wild, experimental, full of big features and ideas, and feels like a messy explosion that’s hard to jump into. Meta can’t get enough people into Horizon Worlds. Even when these platforms do work, for concerts or events, the limits on people who can attend at once, the lag and drop-off, not to mention the avatar limits, make it a trade-off versus any other way you could connect on a phone or laptop.

Apple may not be able to solve this any better for larger-scale experiences, but for more intimate and several-person FaceTime-like moments, Apple could make shared experiences in VR work a lot better. Meta hasn’t perfected social VR yet, and someone needs to.

Can Apple make a better controller?

The Quest 2 controllers are fine, but all of VR leans on the same game controller-like inputs for headsets. Apple’s headset could lean more on hand tracking, or wearable inputs like the Apple Watch. I’m curious if a more work-oriented controller or accessory can be created that makes the headset feel better for taking on apps beyond games. Meta’s working on a long-term, game-changing shift to neural input wristbands eventually, but it’s unclear whether this approach will end up succeeding.

I’ve been trying out experimental haptic technology recently, trying to imagine how VR could think its way to new inputs. This headset feels like the biggest opportunity Apple’s ever faced to create a brand-new type of input device that could make a big impact on the landscape. If it’s done right, maybe it’ll be the input accessory that makes its future AR glasses, whenever they arrive, seem feasible.

Build out more interesting mixed reality

For all the Meta Quest Pro promises to blend AR and VR with its mixed-reality capabilities, not many apps tap into its extras yet. I’ve seen some mind-blowing demos of mixed reality in VR with the ultra-high-end Varjo XR-3 connected to a PC, which at least showed me ways that a VR headset could begin to feel like a portal interconnected to my own home reality. Apple could start experimenting with more engaging AR moments in a high-end VR headset, and at least get the ball rolling on things that work in advance of whenever its AR glasses are ready, years from now.

Smaller sessions in VR may make more sense right now

VR is a thing I don’t use all the time, and that’s true for most people. Maybe that’s exactly where Apple should start. It’s not a given we’ll want to wear AR glasses everywhere, or even what those glasses would be good for. In the meantime, a VR headset at home that’s meant to be worn sometimes, but not all the time, is the place most of us feel safest to start. It’s why the Quest is something people actually use.

It’s also a way to avoid dealing with questions of accommodating true prescription vision needs in everyday glasses, something no one’s succeeded in tackling, either. VR headsets sometimes need prescription inserts, but many just fit right over the glasses we already have. I prefer the easy-fit solution: I don’t need to make VR a thing I spend a whole day in. I’ll settle for a truly useful hour or two, and if Apple can make that hour or two even better than what we have now, that’s a big enough step forward for me.

Technologies

iPhone 17 Preorders Spike and Overall Phone Sales Aren’t Slowing Down Despite Tariffs

Global smartphone shipments saw a notable increase in the third quarter of 2025. Plus, preorders for Apple’s new iPhone 17 beat out the iPhone 16.

Despite tariffs and market uncertainty, global smartphone shipments increased 2.6% in the third quarter of 2025, compared to the same time last year, according to the International Data Corporation. Additionally, preorders for the iPhone 17, which launched last month, outpaced last year’s iPhone 16.

These increased sales include premium phones like the latest iPhones and Samsung foldables, suggesting yet again that pricier phones still sell in periods of economic strain. It’s a remarkable achievement, says IDC senior research director Nabila Popal, citing shrewd financing options as the reason people keep buying these high-end phones, which cost anywhere from $800 to nearly $2,000.

«[Phone makers] have mastered the art of innovation not only in hardware and software to entice upgrades but also in removing purchase friction. They have flawlessly combined cutting-edge devices with innovative financing models and aggressive trade-in programs that make the upgrading decision a ‘no-brainer’ for consumers,» Popal said in an IDC press release.

Apple sold 58.6 million iPhones this quarter, an increase of 2.9% over the same period in 2024, with more preorders for the iPhone 17 series than its predecessor. But Samsung wasn’t far behind, with its Galaxy Z Fold 7 and Galaxy Z Flip 7 selling better than all of the company’s prior foldables. The company still reigns atop the phone market with 61.4 million phones sold, representing 19% of the market in the third quarter of this year — an increase of 6.3% from the same period last year. Meanwhile, Apple lands slightly behind Samsung with 18.2% market share this quarter. 

The other phone makers trailing Apple and Samsung are, in order: Xiaomi, with 13.5% of the market; Transsion, with 9%; and Vivo with 8.9%. The remaining companies in the phones industry, from Chinese stalwarts like Oppo and Honor to Motorola and Google, make up the remaining 31.4% of the market for the quarter. All told, 322.7 million phones were sold, up from 314.6 million in the third quarter of 2024, according to IDC.

IDC’s findings for the third quarter continue the small but steady growth of phone sales over the year, including a modest 1% increase in the preceding three months — which includes the April deadline when President Donald Trump unveiled sweeping tariffs. In the second quarter, IDC cited midrange devices like Samsung’s Galaxy A36 and other phones that started incorporating AI. But even persistent tariffs haven’t slowed down people’s appetites for pricier phones in the third quarter.

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Today’s NYT Mini Crossword Answers for Tuesday, Oct. 14

Here are the answers for The New York Times Mini Crossword for Oct. 14.

Looking for the most recent Mini Crossword answer? Click here for today’s Mini Crossword hints, as well as our daily answers and hints for The New York Times Wordle, Strands, Connections and Connections: Sports Edition puzzles.


Today’s Mini Crossword has an odd vertical shape, with an extra Across clue, and only four Down clues. The clues are not terribly difficult, but one or two could be tricky. Read on if you need the answers. And if you could use some hints and guidance for daily solving, check out our Mini Crossword tips.

If you’re looking for today’s Wordle, Connections, Connections: Sports Edition and Strands answers, you can visit CNET’s NYT puzzle hints page.

Read more: Tips and Tricks for Solving The New York Times Mini Crossword

Let’s get to those Mini Crossword clues and answers.

Mini across clues and answers

1A clue: Smokes, informally
Answer: CIGS

5A clue: «Don’t have ___, man!» (Bart Simpson catchphrase)
Answer: ACOW

6A clue: What the vehicle in «lane one» of this crossword is winning?
Answer: RACE

7A clue: Pitt of Hollywood
Answer: BRAD

8A clue: «Yeah, whatever»
Answer: SURE

9A clue: Rd. crossers
Answer: STS

Mini down clues and answers

1D clue: Things to «load» before a marathon
Answer: CARBS

2D clue: Mythical figure who inspired the idiom «fly too close to the sun»
Answer: ICARUS

3D clue: Zoomer around a small track
Answer: GOCART

4D clue: Neighbors of Norwegians
Answer: SWEDES

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