We remain sell-rated on Apple Inc. stock after the company unveiled its long-awaited mixed-reality headset at WWDC 2023. Apple shares hit an all-time high at $185 due to the WWDC event reversing concerns about Tim Cook's status as an “innovator,” but closed slightly lower. We're constructive on Apple's newest innovation since the Apple Watch in 2014, but don't expect the Vision Pro to do well due to the high price and limited mainstream adoption.
Apple Vision Pro: High Price Tag And Questionable Stickiness